Chinese New Year Film Shows Celebrations Don’t Have to Be Big to Be Meaningful

Grey Singapore has collaborated with the Ministry of Communications and Information (MCI) to launch a warm and light-hearted 3-minute Chinese New Year film titled ‘The Visitor List’. The film, shot by director Royston Tan, highlights how Singaporeans have adapted to the uncertainties and challenges arising from Covid-19 the past year and made the best of their CNY celebrations. The central message, celebrations do not have to be big to be meaningful, rings true as these changing times help us focus on the things that truly matter. 

The video takes us through the conundrum faced by many families planning Chinese New Year visits during the pandemic. With visitation limits, most families would have to navigate “social landmines” when prioritising who to invite. By bringing viewers into the perspective of a family planning their CNY visitor list, the story shows the resilience of families and how they have adapted to changes as one. 

Aaron Lye, director, campaigns and productions dept. of MCI’s Public Communications Division, said: “With this film, we wanted to acknowledge some of the adjustments that Singaporeans have had to make when celebrating Chinese New Year as a result of the pandemic, and to remind everyone about the steps we can all take to better ensure our safety and the safety of our loved ones. It has not always been easy, but we are encouraged by the resilience and unity shown by Singaporeans. As we reconnect with our extended families this festive season, either face-to-face or online, we hope that everyone will continue to exercise social responsibility, to ensure a safe and healthy new year for all.” 

“A ‘visitor list’ may sound like an unimaginable narrative pre-pandemic, but it’s now something families would have to consider as we live with COVID-19. It’s a heartening script that allows us to highlight the value of smaller but meaningful gatherings through an inviting and insightful storyline,” says Aaron Phua, executive creative director for Grey Singapore.

In addition to the film, there will be an interactive Instagram filter challenge ‘2022 HuatAR’ which challenges players’ knowledge of CNY greetings and their translated meaning. The challenge will be published on Gov.sg’s Instagram page in late January.