Brief Explanation

This entry won a bronze in the film category in 2015. The web film derived from an untapped insight of Malaysian Chinese and told a story of a young Chinese boy who goes on a journey to discover the meaning behind his name - Kao Sheng, which means “Tall” and “Victorious”, but contradicted with his physical appearance. The story unfolds from being ashamed of his Chinese name to being proud and dignified with name, in which had provoked many Chinese Malaysians to resonate with. What started out as a film had led to a social movement online among the Chinese millennials, which evoked a sense of pride to embrace their birth Chinese names and wearing them in honour. This campaign had reached 2.7 million users on Facebook, garnered 860k views with 28% organic views and cultivated up to 5,688 shares on Facebook with Chinese users sharing intimate stories behind their names, in just 3 weeks after launch. The results are impressive as never before Maxis had ignited intimate, genuine conversations among the Chinese on the social space. Successfully making this our most effective festive campaign.