Fishermen Integrated launches Chinese New Year film for home improvement retailer MR D.I.Y.

Malaysian based home improvement retailer, MR D.I.Y. has collaborated with Fishermen Integrated on this short film for the upcoming Chinese New Year.

With all the hype about Artificial Intelligence in the past few years, MR D.I.Y’s CNY ad definitely adds a nice twist to the need for A.I technology.

Andrew Perera, Creative Director of Fishermen Integrated, said: “Although there has been a lot of talk about A.I and how powerful it is becoming, our team realised that there is a better kind of AI that artificial intelligence will never match – the ‘AI’ in Wo Ai Ni (I Love You). For this reason, this Chinese New Year, we wanted to break free from the usual Gong Xi Fa Cai prosperity messages and reach out to the Chinese community, who shy away from vocal expressions of love, to start a far more valuable tradition – by saying Wo Ai Ni to their loved ones.”

Set around the Lunar New Year, the short film isn’t your usual tear jerking film, but one that infuses humour and family values in the most unprecedented way.

“The Lunar New Year is all about bringing family and loved ones together. The best and simplest way of doing so is to bring out the spirit of ‘Ai’ (Love) which is to say “我爱你 Wo Ai Ni” or “I love you”. Our web film shows how a grandfather uses unique ways to express his love to his family members with the assistance of AI. With this, MR D.I.Y hopes to remind everyone to make this festive season a little extra special by injecting the spirit of ‘Ai’ (Love), instead of ‘AI’ (artificial intelligence),” says Alex Goh, Head of Marketing, MR D.I.Y. Group.

Aptly titled Wo AI Ni 我爱你, the short film follows the journey through the eyes of the grandson of the “The Most Strict Headmaster In The Country”. Directed by Reuben Kang and Imagineers Film, this lighthearted film has since garnered over 10 million views across platforms in just 7 days. This Lunar New Year, skip the AI in Artificial Intelligence, and add the Ai in 我爱你 Wo Ai Ni instead.

With the Lunar New Year and Valentines day merely days apart, MR D.I.Y. wants you to express love to your loved ones in the most sincere and fun loving way with all the activities that they’ve lined up just for you at MR D.I.Y. Plus in Mid Valley Megamall. From the 8th Jan to the 25th Feb, make a wish on the Wishing Wall, try your hand at the craft workshops, watch traditional performances and take loads of photos at the photobooth with your loved ones. For more information on what’s in store, click here.