WORD COUNT 《算话》
Agency
Naga DDB Sdn Bhd
Client
Prudential Assurance Malaysia Berhad
Brief
Prudential launched their regional campaign themed ‘We are the people that do’. They wanted to position themselves as people whose actions spoke louder than words and we were tasked to leverage on the rising trend of ‘festive content hunger’ in Malaysia by producing a Chinese New Year film based on their new Brand theme that is relatable to 2 generations of Chinese Malaysians; 20-30 years and 40-60 years.
Solution
‘The people that do’ fits very well in the characteristics of Chinese parents in our target age group because they show love through acts, not words. These acts are not always understood by their kids who are more expressive with words. We focused on the tension in this gap and used it in the story arc, mirroring their experiences and feelings of our viewers and leading them to discover the meaning behind the acts.
背景说明
保诚保险发起了“我们用行动成就您想”为主题的区域活动，希望将自己定位为“行动比言语更响亮”的行使者，随着马来西亚社群普遍对“节庆内容需求”的上升趋势，一起探讨类似课题。我们的任务是制作一部华人农历新年视频，娓娓道来与紧密连结两代马来西亚华人 - 年龄介于 20-30岁及40-60岁 - 两者之间的故事。
创意
马来西亚多数华人父母的典型性格，他们总是默默通过行动表达关爱，胜过千言万语。而孩子们常常误读了这些言行举止背后所隐含的情意与关怀，新一代更在乎言语的直接沟通与表现，无法马上领会。视频中我们着重聚焦两代之间的隔阂，真切反映新旧两代不同观众的经历与感受，同时引导他们发掘更多这些行为背后的真正意涵。
成效
本视频累积了450万观看次数，除了引发网络上积极正面的讨论与话题，甚而激励人们纷纷在保诚保险的社交媒体网站分享各自动人的真实故事，反响热烈。
