The story of two sisters reunited through live video has formed the centrepiece of a short film by IPG Mediabrands creative agency Ensemble in a Chinese New Year campaign for Malaysian internet service provider Maxis
The 50-Year Promise is designed to showcase how technology can help reunite families, some of whom were torn apart due to poverty and war.
Ensemble said it hopes to encourage Malaysians to use the internet to “reconnect, reunite and capture” lost years with family and friends this Chinese New Year.
Ensemble executive creative director Chan Woei Hern, said: “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.”
Maxis head of marketing services, Sulin Lau, added: “Facebook tells us people spend three times 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.”
“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.”