Digi Malaysia and Naga DDB Tribal Redefine the Meaning of Home for Chinese New Year
Chinese New Year will soon be upon us and the homebound exodus will begin. But what truly is the real meaning of home. Where do we go home to?
A house. A place. A memory. A feeling?
Different people have a different understanding of what “home” means. But the truth is, home is more than a roof and four walls. It’s more than a place. Home is our loved ones, wherever that may be.
“Jia” is a Digi shortie about a young woman who struggles to reconcile with her eccentric family, only to realise that “home” has always been her perfectly imperfect family.
“Treated more like a short film instead of a festive ad, Digi’s 2020 CNY story has the melancholic touch of an indie Cantonese movie, complete with a ‘Sam Hui-inspired’ original soundtrack that will make you want to pick up a mic and sing along. The emotions that run throughout this tale will bring to light an ancient wisdom; a home is more than brick and mortar, it is flesh and blood. It is imperfect, a little broken, can be unpredictable, but when there is love, home happens against all the odds. Beautifully brought to life by an amazing cast, this very down-to-earth story and its message will remain in the hearts of audiences long after they’ve seen it,” said Alvin Teoh, Deputy Chairman of Naga DDB Tribal.
Through this story, Digi wishes to remind Malaysians that it isn’t where or how you celebrate the festive season, but who you celebrate it with that is most important.
“Near or far, no matter where one is, it is the family that makes the home. It does not matter where the celebration takes place, what dishes are being savoured or even the number of red packets we receive – home is where the family is, who are the most important people in our lives. From all of us at Digi, we want to wish all Malaysians, Gong Xi Fa Cai. May it be a time of reflection, joy and appreciation for the ones closest to our hearts,” said Bernard Lee, Digi Telecommunications’ Head of Marketing Services.
Credits –
Executive Creative Director: Alvin Teoh
Creative Director: Walter Teoh
Creative Group Head: Shireen Ang
Copywriter: Audrey Wong
Art Director: Yeo Lee Kee
Business Unit Head: Kevin Teh
Brand Director: Lim Jia Wei
Brand Executive: Nickolas Chew
Project Manager: Ivy Chai
AV Producer: Tan Xia Xin
Film Director: Barney Chua
Assistant Director: Ooi BoonTheng
Director of Photography: Jeerasak Intasa
Producers: Yu Lin & Jasti
Post Production: Mecanicca EFX Post
Audio Production: Real Time Studio
Editor: GF Chan