Ad Nut
Feb 4, 2019

Yee sang gets a cinematic origin story

CIMB and Ogilvy offer up a sumptuous film about flying fish (and veggies).

This gorgeously shot film, for Malaysian commercial bank CIMB by Ogilvy, shows one possible origin of the yee sang tradition.

The video, 'You-Sang, We-Sang', comes along with a mobile yee sang tossing game. Ad Nut appreciates this, because holding chopsticks is a bit of an issue for squirrelkind. 

Interestingly, this is the second campaign Ad Nut has seen this year that takes as its theme the need to accept imperfections in the CNY celebrations (see "Rich Asians and crazy holiday mishaps").

See more 2019 Chinese/Lunar New Year ad campaigns

CREDITS:

Creative Director: Jarrod Reginald, Pashyn Sethna
Copywriters: Andrew Perera, Naomi Hon, Sheena Sidhu, Joceline Yan
Art Directors: Michele Wong, Aaron Liau
Managing Partner: Nizwani Shahar
Account Management:  Melanie Mei, Chloe Chuah, Helena Siew
Program Director: Julie Saw
AV Director: Eric Yan
AV Producer: Loo Seng Tuck
Art Buyer Manager: Mandy Lee
Film Director: Maurice Noone
Executive Producer: Patminder Singh
Director of Photography: Julian Oh
Producer: Heng Deshen
Audio Production: TwoAM
Post Production: VHQ

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

Related Articles

Just Published

13 hours ago

Agency Report Card 2024: Ogilvy

Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.

13 hours ago

Campaign Global Agency of the Year Awards 2024: ...

Ogilvy and UM win global network of the year awards for creative and media respectively, while Special agency in New Zealand earns Asia-Pacific network of the year.

15 hours ago

Apple Watch’s heart story strikes a chord in Japan

Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.

15 hours ago

2025 Cannes Contenders: RGA creatives weigh in

A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.