PETRONAS CNY 2025 - STAY

Agency

Accenture Solutions Sdn Bhd

Client

PETROLIAM NASIONAL SDN BHD

Product/Service

PETRONAS

Brief

Each Chinese New Year, most of the brands compete to tell the most memorable festive story — all aiming to build brand relevance in a crowded space. In 2025, the challenge remained: how to craft something truly original and authentic. For PETRONAS, a brand known for heartfelt festive films, this meant going beyond expectations to deliver a story that felt fresh, deeply human, and unmistakably its own.

Solution

As PETRONAS embarked on a New Year of storytelling, our theme for the year was titled Behind Closed Doors, where every story for the year would be stories we all share, but never share aloud. ”‹

The first story of the year became our most heart-wrenching one of all, based on an insight where in the past, many Malaysian families who were struggling financially had to give up their children to the care of other Malaysians.

We told the story of Xiao Bao, a little boy, who comes to visit his extended family for Chinese New Year, but unbeknownst to him, he will not be returning home. Him and his curious cousins long to know what the secret conversation happening behind closed doors is all about, but when he finally does find out – it turns out to be a life-changing moment for Xiao Bao.

Our cinematography intentionally evokes the nostalgic aura of the ’80s, using tight close-up shots to capture raw emotions and a fluid, floating camera to reveal the vulnerability of each mome

Credit

Agency: Accenture Song
Principal: April Toh
Executive Creative Director: Zaheer Kaisar
Creative Director: Cherry Lee
Creative Group Head: Ayuni Safira
Creative Group Head: Tan Yik Hua
Art Director: Ooi Hunn Mei & Bong Jo We
Senior Chinese copywriter: Yong Jook Yie
Group Account Director: Albert Tang
Account Manager: Lee Sin Wah
Production Director: Farhah Isyqi
AV Producer: Adrian Nurdin

Client: PETRONAS
Siti Azlina Bt A Latif
Senior General Manager
Strategic Communications,
Group Strategic Relations and Communications

M Fazli B Ibrahim
General Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Dzaffri Redza Zainal Rashid
Senior Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Galoh Sazrina Samsudin
Senior Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Norhisham Abdullah
Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Zarak M Zain
Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Production House: Passion Plus
Director: Caleb Huang
Executive Producer: Adrian Lai
Producers: Nicholas Lai & Elle Chang
Director of Photography: Alan Yap
Production Designer: Nick Wong
Offline Editor: Jordan Goh
Colorist: Adrian Ooi
Online Artist: JC Mitch

Audio House: The Rec Room
Music Composers: Kieran Kuek
Sound Engineer: Thoo Jhen Ken
Producer: Siew Kim Foong”¯

Media Agency: iProspect