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Tribal WW Singapore Pays Tribute to Pioneers This Chinese New Year

DDB Group Asia Pacific, 7 months, 4 weeks ago

Pioneer Generation Taskforce celebrates the Lunar New Year with touching short film

Tribal WW Singapore Pays Tribute to Pioneers This Chinese New Year

As part of its ongoing Pioneer Generation Package campaign, the Pioneer Generation Taskforce launched a Lunar New Year short film as a tribute to Pioneers this festive season. 
From the first day of launch (28 January, Thursday), the film has had an overwhelming response – more than 9,800 shares on Facebook and over a million views and counting. 

More importantly, the film has touched many lives, and engaged people in thought and conversation.
Titled Love of a Lifetime, the film tells a touching story of everlasting love through an elderly couple who are committed to each another against all odds. They journey together through the decades in Singapore, and their story exemplifies the strength of familial bonds transcending time, trials and tribulations.

The film features veteran actress Li Yin Zhu as the loving and faithful wife and the narrative of the film is threaded together using the romantic ballad Just Like Your Tenderness (恰似你的温柔) by the legendary Teresa Teng. The theme of everlasting love and lifetime commitment is core to the film, serving to reinforce that MediShield Life provides lifetime protection for all Singaporeans, just like how the couple are each other’s love of a lifetime.

Karen Tan, Senior Director of the Public Communications Division at the Ministry of Communications and Information, said, “Good health, family love and support are important to all of us. Through the anguish, hope and steadfast love of the wife, we hope to create a memorable picture and deep impression of what MediShield Life can do to help in our times of need. We are constantly innovating new ways of communications. This is the first time we are trying out a mini-movie format to reach out to our audiences.”

The film director, Roslee Yusof from FreeFlow Productions, said: “Filming this spot felt like going back in time. I leaned on the collective recollections of many people to recreate scenes that would resonate with our Pioneers. In fact, we had to build some of the sets from scratch, such as the hospital.” 
“Whenever I visit hospitals, I hardly see sickness or death. Instead, what I catch on to is the interactions between family members, and the loving care they have for each other. I hope that after people have seen this film, they will set aside time to express their love to those who matter to them most.”

The Pioneer Generation Taskforce commissioned the project through its agency, Tribal Worldwide Singapore. Head of Tribal, Worldwide Singapore, Jeff Cheong said, “When it comes to creating television commercials for Lunar New Year, it’s easy to simply ride on joyous reunions and family warmth usually associated with the festive season. We want to go beyond that and break the mould by focusing on a different kind of celebration – those of quiet devotion and unsung acts of love. So we went back to the basics and revisited the good old days and times of how our parents and grandparents pledged their unconditional love and commitment to each other.”

The film will run on local television and selected cable channels throughout the Chinese New Year period, which coincides with Valentine’s Day, serving to remind Singaporeans of the importance of love, family and health during the festive season and beyond.
Creative Agency

Creative Director: Benson Toh

Copywriter: Nicholas Goh

Art Director: Kason Tan

Producer: Felicia Tan

Managing Partner: Joshua Lee

Creative Agency: Tribal Worldwide Singapore

Assistant Producer: Hidayah Asari

Account Management: Katijah Yusuff, Eleanor Seah

Associate Creative Director: Eugene Tan

Creative Group Head: Jeff Cheong

Music and Sound

Music Production: Song Zu

Production Company

Production Company: FreeFlow Productions