| Title | AI > MI |
| Brand | MAXIS MOBILE SERVICES SDN BHD |
| Product / Service | MAXIS |
| Category | B09. Corporate Image & Sponsorship |
| Entrant | LEO BURNETT Kuala Lumpur, MALAYSIA |
| Idea Creation | LEO BURNETT Kuala Lumpur, MALAYSIA |
| Production | DIRECTORS THINK TANK Petaling Jaya, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Andrew Low | Leo Burnett Malaysia | Executive Creative Director |
| Andrew Leong | Leo Burnett Malaysia | Managing Partner |
| Adrian Ho & Walter Teoh | Leo Burnett Malaysia | Creative Group Heads |
| Abby Tai | Leo Burnett Malaysia | Senior Art Director |
| Wong Jing Wei | Leo Burnett Malaysia | Senior Writer: |
| Rociel Chan | Leo Burnett Malaysia | Designer |
| • Agency Producer : Roseniyati Abdullah | Leo Burnett Malaysia | Agency Producer |
| April Toh | Leo Burnett Malaysia | Senior Account Director |
| Albert Tang | Leo Burnett Malaysia | Account Manager |
| Jean Lim | Leo Burnett Malaysia | Senior Account Executive |
| Julia Boudville | Leo Burnett Malaysia | Project Management |
In the near future, a young girl is living in a technologically advanced smart home. But despite having the best AI and smart home tech available to her, she seems sad. We see her going through her daily life, but she’s barely present for anything that happens. The AI does its best to take care of her as its programmed to do. Only towards the end do we realise that the AI’s daily reminders are actually reminders of a failed/lost relationship to the girl. It reaches a breaking point when the home AI shows her a montage of memories from a different time, like how social media nowadays often does. Mom, who has sensed this unrest comes for a surprise visit. She comforts her daughter the way only a mother can, and through this we’re reminded that no matter how far technology advances, there are some things it will never replace.