| Title | CHINESE NEW YEAR |
| Brand | PADIBERAS NASIONAL BERHAD |
| Product / Service | RICE FOR ORPHANS |
| Category | A16. Public Service, Charity & Fund Raising |
| Entrant | OGILVY & MATHER MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | OGILVY & MATHER MALAYSIA Kuala Lumpur, MALAYSIA |
| Advertising Agency: | OGILVY & MATHER MALAYSIA Kuala Lumpur, MALAYSIA |
| Production Company: | TIGERTIGER POST Petaling Jaya, MALAYSIA |
| Name | Position |
|---|---|
| Gavin Simpson | Chief Creative Officer |
| Gavin Simpson | Executive Creative Director |
| Gavin Simpson/Tan Chee Keong | Creative Director |
| Andrew Low | Copywriter |
| Tan Chee Keong/Gavin Simpson | Art Director |
| Eric Yan/Loo Seng Tuck | Agency Producer |
| Edmund Wong | Account Supervisor |
| Sunita Petrus | Producer |
| Al Isaac | Director |
| Tiger Tiger Post Sdn Bhd | Post Production |
| Two Am Music Studios | Music |
| Rajan Moses/Laura Kamaruddin/Edmund Wong | Account Manager |
| Arvind Srivastava | Planner |
| Rajan Moses/Laura Kamaruddin/Edmund Wong | Account Manager |
| Arvind Srivastava | Planner |
In Malaysia, rice is more than just a staple diet. Rice has an important role to play, especially during Chinese New Year reunion dinner celebrations. For the Chinese, the act of eating together symbolizes the reunion of families at the dinner table. But in recent times, fewer people are making it home for this rare occasion. During Chinese New Year, Bernas aired a spot that depicts the divided relationship that a son has with his parents and it centers around mealtimes. Despite the odds, there's always a way to overcome their differences and reunite.