Society and Ansible Malaysia collaborate on “The Coming Together” Chinese New Year campaign
Society and Ansible Malaysia partner to collaborate on “The Coming Together”, an engaging and unifying Chinese New Year campaign for Tenaga Nasional Bhd (TNB). Well known for some of the nation’s most memorable advertisements, TNB worked closely with both agencies to develop the campaign that promises to take its audience to the good days of yesteryear, while ushering in the lunar New Year.
The campaign was unveiled with a film created by Society, with messages of tradition, perseverance, unity, solidarity and harmony amongst all Malaysians through a narrative that would take them back to something familiar and instantly recognisable.
Stanley Clement, Managing Director of Society said, “There is a sense that we as a nation have become so consumed with technology, specifically our mobiles, as opposed to the past when we built our own toys, powered by our own imagination, resourcefulness and involvement. With this film, we wanted to highlight these attributes, and demonstrate how technology should not be a barrier to human interaction.
“The Coming Together”, follows the main character as she reminisces and looks back on a moment in her childhood, when she, siblings and friends came together to make the New Year brighter and happier for their loved ones. Flash forward to today, and this intention is repeated 25 years later with a similar lion dance involving the multi-cultural friends and neighbourhood, indicating that even the most sophisticated technology cannot replace one of the most important aspects of the festival – human relationships and the bonds built with each other.
“We wanted to show that when we come together, we can achieve big and great things, and often those big things are the little things that can make someone smile. Watching the film you will see how it embraces cheeky and playful elements, with a touch of drama to light the spark of positivity,” Stanley added.
Datuk Wira Roslan Ab Rahman, Chief Corporate Officer of Tenaga Nasional Berhad commented, “We hope this commercial would encourage viewers to preserve the traditions practised during their childhood days and to foster unity with others regardless of race and religion. Working with Society, and the rest of IPG Mediabrands’ agencies has helped us illuminate this intention, and we are enthusiastic about this collaboration,” he added.
Complementing the film is “The Coming Together” website, developed by Ansible. The site features the full length film, with a few interactive surprises in store. With the tagline, “It only takes a spark to make the New Year brighter”, the website enables viewers to go on a journey with TNB and share moments with loved ones by uploading a photo, sharing greetings, and engaging in a fun little activity.