CNY 2014 MV - Hello~ 过年几happy有没有!

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OWL - Hello~, 过年几happy有没有!

Brief

To create a Chinese New Year (CNY) viral video for OWL International that shares the joy and laughters for this CNY festive.

Challenge

Over the years we have seen countless of the same old CNY tunes or videos, going on and on. It only acts as a sprinkle of mood to the festive season. How can we penetrate the young audiences perception by communicating on an internal level, something that they could feel and relate too?

Solution

We leverage it on consumer insights, a year-to-year basis of personal experience to write a catchy rap song built with a strong casted family that is unique on their individuals. Since it is CNY, the song includes a mix of languages that includes english, hokkien and mandarin. The melodramatic story voices out the endless rants from the youngster (from just receiving S$2 to the constant nagging of their relatives. To balance the odds, we throw in a good cousin who sings positive stuffs about CNY with a 80s ring to it.