Threads of Legacy

Agency

M+C Saatchi Malaysia

Client

CelcomDigi

Product/Service

Corporate greeting

Brief

The festive space is highly competitive, and Chinese New Year is no different. To stand out, our film had to feel authentic and deeply relatable, especially to the Malaysian Chinese Community. As Malaysia’s No.1 widest and fastest network, CelcomDigi set out to tell a story that goes beyond connectivity — one that shows how technology can empower us to preserve our heritage and culture, so our cherished traditions and legacy continue to thrive for generations to come.

Solution

The Insight
In Chinese culture, (传承, passing-carrying) is often seen as the faithful continuation of tradition — ensuring everything remains exactly as they were. But (承传 carrying-passing), the thoughtful act of carrying but reinterpreting and renewing tradition — is often overlooked. Yet it is this spirit of 承传 that truly sustains tradition. Those who do so must decide what to keep, what to refine, and what to reinvent, so that tradition remains alive and relevant in the modern world.

The Story
Our Chinese New Year story follows a family cheongsam business handed down in haste — a legacy at risk of fading. But the younger generation, guided by duty, love and passion, chose to carry it forward differently. With the power of technology and CelcomDigi’s seamless connectivity, a traditional craft was transformed and reimagined into a new form of expression — proving that when tradition meets innovation, heritage doesn’t just endure; it evolves.