| Title | HOEEKI - THE FRIDGE |
| Brand | MUDAH.MY |
| Product / Service | ONLINE CLASSIFIEDS |
| Category | C02. Branded Content & Entertainment Film |
| Entrant | ISOBAR Kuala Lumpur, MALAYSIA |
| Idea Creation | ISOBAR Kuala Lumpur, MALAYSIA |
| Production | SOTONG POTONG STUDIO Petaling Jaya, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Sanyen Liew | Isobar Malaysia | Executive Creative Director |
| Chinwei Wong | Isobar Malaysia | Creative Group Head |
| Gary Hor | Isobar Malaysia | Copywriter |
| Celine Chung | Isobar Malaysia | Junior Art Director |
| Sean Liew | Isobar Malaysia | Designer |
| Jean Tang | Isobar Malaysia | Group Account Director |
| Sharon Hew | Isobar Malaysia | Account Manager |
| Tanvi Singh | Isobar Malaysia | Lead Strategist |
Chinese New Year is fast approaching. And a cluttered house is not ideal to welcome the New Year. Ah Ma’s (Mother) hoarding habits have reached a tipping point. Her daughter complains about the cramped kitchen, with two huge fridges (one new and one old) taking up the bulk of the space. Our hero character, the Plumber, pops in and breaks into song about the benefits of “Ho Ee Ki” (‘let it go’ in the Chinese-Hokkien dialect). The entire family comes together to convince Ah Ma to let go of her old fridge. After much persuasive singing, Ah Ma realises that when she “Ho Ee Ki” her old fridge, she can receive better blessings in return. Just in time to usher in the Lunar New Year.