Creative Execution

To reconnect them with their parents during Chinese New Year, we turned a real insight into an emotional webfilm and extended it into a social movement. The web film is about a boy named Kao Sheng, who's on a journey to discover the meaning behind his name that contradicts his physical appearance. An unfortunate event then triggers him to rise to the occasion and live up to his name. We then engaged viewers via a social movement that encouraged them to wear their birth name with pride on their profile pages and share the story behind their names.

In 1 week, we reignited a sense of pride among 2.7M of 3.8 Malaysian Chinese youths. While the webfilm garnered over 500,000 views on Facebook and YouTube, the social movement highly engaged them to share stories about their birth names and ultimately, changed their perception and instilled a sense of pride in them. - 68% shared stories behind their names - 28% asked their parents about their names - 92% felt more proud of their name and family

What's in a name? In Chinese culture, the birth name signifies a wish from the parents to their newborn child Some are simple, others complex. But every Chinese name carries a deep meaning, given in hopes of what parents aspire their child to grow into. But millennials today have adopted Western names - ranging from Apple to Zoo - in an effort to be "unique" and stand out from their peers. This trend of choosing a Westernized first name has overshadowed the birth name given by their parents. For this Chinese New Year, we tapped on this insight and came up with #ThisIsMyName to encourage Malaysian Chinese to reflect on their birth names, wear it with pride and help them reconnect with their parents.