Maxis reunites sisters in touching CNY campaign
‘The 50-Year Promise’ by Maxis 4G Films is a deeply moving short film about long-lost siblings who search for each other with the help of technology. In an effort to bring about the most remarkable reunion story this year, Maxis teamed up with Ensemble Worldwide, IPG Mediabrands’ creative agency that has been in the news for its slew of awards in 2016; the same award-winning team that scripted and produced ‘The Last Kite-Maker’, which won YouTube’s Ad of The Year 2016 a few weeks ago.
Inspired by true stories, the ‘The 50-year Promise’ hopes to encourage Malaysians to reconnect, reunite and capture lost years with family and friends this Chinese New Year, no matter how far apart or how long they’ve not seen each other, by using the Internet.
Chan Woei Hern, Executive Creative Director of Ensemble comments, “The story is one that a lot of Malaysians can relate to. Many families have stories of separation of their own. Back in our grandmother’s times there was the practice of giving away their children due to poverty, war or other such hardship. We wanted to explore these themes and how technology can help Malaysians write a new narrative, heal old wounds, and bring families closer.”
Commenting on LIVE videos as a tool to spread a message, Sulin Lau, Maxis’ Head of Marketing Services said, “Facebook tells us people spend 3x more time watching LIVE videos vs. non-live ones. We hope this CNY film shows the power of LIVE video in a fresh and very human way, and also demonstrates the difference between an okay-ish 4G network and a great one like Maxis 4G,” she adds.
Lau adds, “At Maxis, we want to see new technology platforms like LIVE videos empower everyone, regardless of age. The Internet isn’t just a place for millennials, it can create powerful experiences for everybody.
Mr Woei Hern agrees, “Your story. The one that you want to live. It’s literally in your hands. On behalf of all of us at Ensemble and IPG Mediabrands, may all roads lead you home this Chinese New Year.”
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