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Ogilvy Malaysia CNY ad for CIMB tells origin story of Yee Sang salad

CIMB Bank and Ogilvy Malaysia have put their own spin on the origin story of Yee Sang, a popular salad, in a campaign for Chinese New Year.

The campaign titled ‘You-Sang We-Sang’ includes a commercial and a playable game.

Set in pre-independence Malaya, the film tells the tale of an uptight perfectionist restaurateur discovering the spirit of Chinese New Year and a new way to create Yee Sang, thanks to a particularly riotous guest and his clan.

Speaking about the campaign CIMB’s group chief marketing officer Mohamed Adam Wee Abdullah said: “The inspiration behind this video was to celebrate diversity and the coming together of Malaysians through the tossing of Yee Sang, an iconic and proudly local Chinese New Year dish.

“We chose to convey the video in a fun yet meaningful manner where Malaysians from all walks of life could relate to.

“Besides the charming, and entertaining short film, we also took this opportunity to roll out the first mobile Yee Sang tossing game to engage and unite Malaysians through laughter and good cheer.

“We are delighted to see that the video has been well received by over three million viewers over eight days. We hope that the video continues to spread joy and inculcate the togetherness in all Malaysians throughout this festive period. To all Malaysians, we wish a prosperous Gong Xi Fa Cai together.”

Ogilvy Malaysia creative director Jarrod Reginald added: “Chinese New Year is not about filtered photos, double taps on the gram, or perfectly curated experiences.

“Today, that quest for a perfect celebration supersedes the celebration itself. This led to the thinking behind ‘You-Sang, We-Sang’. Ironically, we went all out to be perfect during production.

“With Maurice and his talented team on board, every detail of the late 40s was researched and reimagined, resulting in a charming piece of content that focuses on what the festive spirit is truly about.”

The campaign also includes a mobile game where players can toss a virtual salad, invite friends to play and win e-vouchers.

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

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