Advertiser: NAGA DDB MALAYSIA
Agency: NAGA DDB MALAYSIA
Category: Static
Advertising campaign: SAY I LOVE YOU THIS CHINESE NEW YEAR
Executive Creative Director: Alvin Teoh
Copywriter: Alvin Teoh, Raphael Ang, Jackson Mah, Charlotte Lam
Advertiser's Supervisor: David Mitchell
Sound Studio: Effectory Music
Account Manager: Gyn Gan, Chong Jia Ling, Chris Chan
Other Credits: Jackson
Production Designer: Kenny Lim, Tricia Lee
Other Credits: Raphael Ang Lyrics: Raphael
Art Director: Chong Khong Lum
Editing Company: Effectory Music
Other Credits: Charolotte
Music: Lim Min Tze
Agency Producer: Sharon De Silva, Chris Lau
Producer: Tan Chee Meng
Sound Design/Arrangement: Tan Chee Meng
Other Credits: Vocalist: Chong Jia Ling Announcer: Alvin Teoh
Cinematographer: Tan Chee Meng
Director: Tan Chee Meng, Alvin Teoh
Editor: Tan Chee Meng, Alvin Teoh
Cameraman: Tan Chee Meng, Eugene Chin, Lim Min Tze
Brief Explanation
Filial piety in the Malaysian Chinese society is very strong. But the problem is feelings of love are seldom or never expressed verbally. Many children find it awkward and grow up never once saying ‘I love you’ to their parents. Likewise parents to children. We invited children to express their feelings to their parents in letters - words which they find hard to say face-to-face. The messages were then turned into songs. An entourage of singers and musicians then traveled across the country on a road trip to pay the unsuspecting parents a surprise visit and to express the children’s long-kept feelings of love in song.