THE SHOUT GROUP creates CNY campaign for Guardian Malaysia focused on wellbeing
This Chinese New Year, Guardian Malaysia invites Malaysians to rethink what it truly means to be “ONG” with the launch of ‘Stay ONG in Health and Radiance’, a culturally relevant campaign that shifts the idea of fortune beyond material gains to holistic wellbeing.
Created by THE SHOUT GROUP (FCB SHOUT), the campaign taps into the growing popularity of micro-dramas, a booming genre of super-short, mobile-first video series originating from China. Designed for smartphone viewing, these vertical, fast-paced episodes feature cliffhangers and energetic storytelling, delivering quick entertainment in just one to three minutes across platforms such as TikTok and other social channels.
Structured as a five-episode series, Stay ONG in Health and Radiance follows the misadventures of the Ong family as each member tries to outdo the others in their pursuit of “ONG” (fortune). From surface-level displays of success to exaggerated ideas of luck and prosperity, every episode shows a different character chasing their own version of fortune – until it all begins to unravel.
As their individual pursuits collapse, the family arrives at a deeper realisation: true Ong is not found in external validation or material wins, but in caring for their health, radiance and one another.
Anna Ng, Brand & Marketing Director of guardian Malaysia, Singapore & Brunei, said: “We would like to commend THE SHOUT GROUP for bringing a bold and contemporary storytelling format to life through this micro-drama series, which speaks directly to how today’s audiences consume content. We are delighted with how guardian Malaysia’s role as the Trusted Advisor for Wellness comes through so clearly in the narrative. ‘Stay ONG in Health and Radiance’ is a timely reminder that true wealth goes beyond material success or superficial measures, it lies in how we care for our health and overall wellbeing. We believe this campaign will further reinforce the brand’s expertise in helping Malaysians achieve optimal wellbeing through our carefully curated dermatology, hair care, oral care, skincare and supplement offerings, complemented by personalised guidance from our wellness experts, who are also represented within the series.”
Tjer, Executive Creative Director of THE SHOUT GROUP, added: “This was an incredibly exciting opportunity for our team because it allowed us to explore a storytelling format that’s still relatively new in our market. The micro-drama structure gave us a much larger canvas to build tension, humour and character across multiple episodes, instead of resolving everything in a single film. It was a great learning experience for the team, and we’re deeply thankful to the clients at guardian Malaysia for trusting us and being with us every step of the way as we experimented with this format together. While the series is crafted to be lighthearted and comedic on the surface, it’s actually rooted in a very real tension, and that is the way different generations define prosperity or ‘ONG’ differently these days. Those differing viewpoints often create gaps in understanding, especially within families. We saw this as a meaningful opportunity to help guardian Malaysia shift the conversation from superficial markers of success to something far more substantial: health and wellbeing. To close, I’d like to also thank our production partners at Restless Production, Meccanica EFX and Real Time Studios for helping us bring this ambitious campaign to life.”
Stay ONG in Health and Radiance’ was launched on 15 January 2026 across all guardian Malaysia social media platforms, including Facebook, YouTube, TikTok, Instagram and Xiaohongshu .
In conjunction with the campaign, guardian Malaysia also brought together its Platinum brand partners Dove, Skintific, Garnier and Silkygirl to create an experiential retail activation titled Unlock Your Ong. Held both in-store and at the atrium from the 15th to the 18th of the month, the experience brought the campaign to life through the three ONGs of radiance, beauty and health. Shoppers were invited to undergo skincare consultations, discover practical make-up hacks, and seek personalised health tips – turning the idea of Ong into something tangible, accessible and deeply personal.
STAY ONG IN HEALTH AND RADIANCE – EPISODE 1
STAY ONG IN HEALTH AND RADIANCE – EPISODE 2
STAY ONG IN HEALTH AND RADIANCE – EPISODE 3
STAY ONG IN HEALTH AND RADIANCE – EPISODE 4
STAY ONG IN HEALTH AND RADIANCE – EPISODE 5
Credits
Title: Stay ONG in Health and Radiance
guardian Malaysia
Managing Director: Priscilla Wu
Brand & Marketing Director, Malaysia, Singapore & Brunei: Anna Ng
Senior Manager, Brand & Trade Marketing: Michelle Yeap
Manager, Brand & Trade Marketing: Racheal Leong
Executive, Brand & Trade Marketing: Yeo Quan Ning
THE SHOUT GROUP (FCB SHOUT)
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: James Voon
Senior Art Director: Kam Wai Kwan
Copywriter: Felice Puah
Brand Director: Kong Pooi Ling
Brand Manager: Kimberly Cheong
Senior Producer: Cheong Wai Leng
Production House: Restless Productions
Film Director: Zac Chia
DOP: Jeffrey Teong
Executive Producer: Terrance Chua
Producer: Sam Chee
1st Asst Director: Shito
Production Assistant: William Tian
Post House: Meccanica EFX
Producer: Fiefa
Offline Editor: Johnny Chuah
Online Artist: Alvin
Colorist: Jing & Hafizil
Audio House: Real Time Studios
Producer: Evelyn Ang
Music, Sound Design & Composer: Real Time Studios
Sound Engineer: Terry Ezekiel