Ogilvy: CIMB You-Sang, We-Sang
CMIB bank has decided on humour as the route to people’s hearts this Chinese, as it tells a story mocking the competitive claims over the origins of Yee Sang (or Yu Sheng) in its festive ad.
In a cinematic style, set stylishly in the 40s, the ad tells the story of an impeccable restauranteur that kept customers waiting with his attention to detail. The fable tells of a family who, in their rush to eat the delicious food, mixed together the ingredients the chef would painstakingly put together himself.
Yee Sang is a dish mostly eaten in South East Asia among the Chinese community during Chinese New Year. Each ingredient represents good luck in different areas of life and a ritual has developed around the creation, and eventual destruction, of the food and is now a core part of Chinese New Year celebrations for many.
Creative Director: Jarrod Reginald, Pashyn Sethna
Copywriters: Andrew Perera, Naomi Hon, Sheena Sidhu, Joceline Yan
Art Directors: Michele Wong, Aaron Liau
Managing Partner: Nizwani Shahar
Account Management: Melanie Mei, Chloe Chuah, Helena Siew
Program Director: Julie Saw
AV Director: Eric Yan
AV Producer: Loo Seng Tuck
Art Buyer Manager: Mandy Lee
Film Director: Maurice Noone
Executive Producer: Patminder Singh
Director of Photography: Julian Oh
Producer: Heng Deshen
Audio Production: TwoAM
Post Production: VHQ