Luck-sa Mari, Ong Mari: Ong-ly You

Agency

Dentsu (Malaysia) Sdn Bhd

Client

Mamee Double-Decker (M) Sdn Bhd

Product/Service

Mamee Chef

Brief

No Chinese New Year celebration is complete without festive tunes! But with so many tracks being produced, audiences have grown weary of their lack of authenticity and true meaning. How could Mamee Chef bring good fortune to Malaysians without getting lost in the noise?

Solution

Instead of following trends, Mamee Chef decided to set one.
As a homegrown brand, we knew what Malaysians truly wanted - authenticity and meaningful lyrics to celebrate our heritage as we ring in the new year.

While other brands belted out generic tunes with superficial lyrics as earworms, we turned back time to celebrate tradition - reviving the charm of classic Chinese New Year karaoke songs with retro visuals and dance.

We crafted a festive film that could be broken down into four themes: health, wealth, career and relationships - making every wish feel more personal and meaningful to the ones receiving it.

We then teamed up with DISSY, our chosen messengers of good luck, to spread fortune and laughter to the masses - while giving them the style to match.