Leo Burnett Malaysia + Petronas celebrate the year of the wooden horse with ‘Young Hearts’

The beginning of any new year comes with an opportunity to start afresh for many, bringing with it a sense of hope and optimism. It is the same with the coming lunar Year of the Wooden Horse, to be celebrated by the Chinese all over the world.

It is indeed an occasion to be looked forward to as family members from near and far reunite and get together to share love, laughter and good wishes. This is also an occasion where memories are reminisced and made. It is these values that Petronas wishes to celebrate through its 2014 Chinese New Year campaign created by Leo Burnett Malaysia.

VIEW THE WEB FILM

The campaign comprises a three-minute web film titled “Young Hearts”, and a 60-second and 30-second version of the film to be aired as TV commercials, and a community programme for Petronas staff.

The web film captures the excitement of its two main characters on the eve of CNY as they prepare for the celebrations. The story follows them as they shop for CNY essentials and gifts for the family, soaking in the festive atmosphere in youthful exuberance and enthusiasm.

“‘Young Hearts’ is a great narrative to inspire us to hold true to our values, appreciate our rich culture and the importance of family ties. Through this film, we hope to convey a story that reminds us all to look at life with the same youthful enthusiasm and a sense of hope as when we were young,” said Norliza Kamaruddin, Senior General Manager of Strategic Communications Division of Petronas.

In addition to the web film, Petronas will also be spreading the message of hope and optimism by reaching out to the less privileged through its signature community programme. A fund raising campaign will be organised for Petronas’ staff and the proceeds will go to the National Kidney Foundation.

“The focus of the campaign is not only to celebrate the joyous occasion but also to extend the CNY cheer and celebration to the less fortunate by encouraging Petronas’ staff to participate,” Kamaruddin explained.

Credits – Executive Creative Director: Eric Cruz.Art director: Tam Jian Zhong. Copywriter: Andrew Shee. Agency Producer: Melanie Ranatunga. Planner: Sutapa Bhattacharya. Client Servicing: Tony Khoo, Van Sharma, Eda Ariffin, Victor Loh, Kristen De Silva. Media Planner:  Liew Soo Ken, Mandy Chan, Mahira Mohd Dahlan. Production house: Reservoir World. Director/Photographer: Quek Shio Chuan. Edit House: Meccanica EFX.