Brief Explanation

Filial piety in the Malaysian Chinese society is strong. But the problem is feelings of love are seldom or never expressed verbally. Many children find it awkward and grow up never once saying ‘I love you’ to their parents. Likewise parents to children. In conjunction with Chinese New Year, Naga DDB decided that it was time they help bridge the gap and foster a closer bond between parents and children. Thus came about Project Ai Le You which in Chinese means love, happiness, music and journey. We invited children to express their feelings to their parents in letters - words which they find hard to say face-to-face. The messages were then turned into songs. An entourage of singers and musicians then travelled across the country on a road trip to pay the unsuspecting parents a surprise visit and to express the children’s long-kept feelings of love in song. What started off as a simple insight turned into unforgettable road trip as the families spoke about their relationships, struggles and their appreciation for one another. A video was then presented as a reminder to verbalise our feelings to our parents and to cherish every moment spent with them.