Staff Reporters
Jan 24, 2022

As Omicron rages, Singapore's MCI and Grey promote intimate CNY celebrations

Increasingly frustrated grand parents realise the futility of trying to host a large family group, with the pandemic far from being extinguished.

With the Omicron variant causing fresh pandemic-related chaos around the world, the Ministry of Communications and Information (MCI)  in Singapore and Grey have released a new Chinese New Year campaign that seeks to push people to forgo large social gatherings and instead opt for small and intimate gatherings. The Visitor List’. by director Royston Tan, details how CNY celebrations have morphed from large, energetic gatherings to more sombre celebrations as covid took hold over the past two years. 

While the grand parents in the film are initially insistent about trying to pull together an assortment of family members, the realities of lockdowns and social distancing hamper all and any plans of staging these celebrations. Despite a seeming unending number of permutations and combinations, the grandchildren fall asleep at their dining table trying to piece together a complicated plan. In the end, better sense (and the realities of yet another around of restrictions) win out and the grandparents come around to the sense of a small celebration. 

“With this film, we wanted to acknowledge some of the adjustments that Singaporeans have had to make when celebrating Chinese New Year as a result of the pandemic," said Aaron Lye, director, Campaigns & Productions Department, MCI’s Public Communications Division. "As we reconnect with our extended families this festive season, either face-to-face or online, we hope that everyone will continue to exercise social responsibility, to ensure a safe and healthy new year for all.”

Aaron Phua, executive creative director for Grey Singapore contends that the script allows the agency to highlight the value of smaller but meaningful gatherings through an "inviting and insightful storyline.” 

In addition to the film, there will be an interactive Instagram filter challenge ‘2022 HuatAR’ which challenges players’ knowledge of CNY greetings and their translated meaning. The challenge will be published on Gov.sg’s Instagram page in late January.

CREDITS 

Agency: Grey Singapore
Executive Creative Director: Aaron Phua
Creative Director/Writer: Justine Lee
Agency Producer: Glenn Chan, Ivy See (Hogarth)
CEO: Konstantin Popovic
Brand Lead: Ellen Tan
Account Director: Wei Jian Lim
Senior Account Executive: Rina Lim
Strategist: Ruth Lim
Head of Social: Shawn Low
Social Team: Li Ting Poh, Fion Lee, Belle Cheng, Rina Lim
Content Creator/Art Director: Rachel Khor, Katelyn Ong
Content Creator/Copywriter: Wei Li Chin, Yillin Lam
Chief Communications Officer: Huma Qureshi
Production House: Chuan Pictures
Director: Royston Tan
Executive Producer: Karen Khoo
Producer/Writer: Jun Chong
Production Manager: Siew Shu Hui
Asst. Director: Sher Ann Tang
Director of Photography: Shyan Tan
1st Camera Assistant: Dion Heng
2nd Camera Assistant: Ivan Chong
Data Wrangler: Mavis Lai
Gaffer: King Li
Key Grip: Dickson Chua
Grip: Ivan Yau
Grip: Ko Swee Kheng
Junior Grip: Yew Shi Min
Sound: Jenn Hui
Boom Op: Vidonia Yeo
Location Manager: Feefee Nurfitri Abdullah
Location Assistant: Seha Saifuddin
Casting (SHP): Jacky Lee, Acquersine Wong
Art Director: Chris Koh
Art Asst.: Adelene Wee, Ericson Esteban
Art Asst.: Dionne Goh, Wong Sheng Wei
HMU: Makeup Entourage
Wardobe Asst.: Lee Xin Ying, Nur Haidah Haidi
Driving PA: Olsson Paul
PA: Wendy Lie, Anna Ang
PA Intern: Macarius Chia

 

Related Articles

Just Published

4 hours ago

M&C Saatchi directors reject Vin Murria’s latest ...

Murria claimed she has written support from around 20% of agency shareholders.

4 hours ago

Samsung taps Charli XCX for metaverse concert on Roblox

Fans complete challenges for the chance to be part of the performance.

4 hours ago

Inside Pinterest’s Mental Health Awareness campaign

he campaign comes amid heightened scrutiny of the mental health effects of social media.

4 hours ago

EssenceMediacom could be a formidable competitor

MediaCom brings street-fighting skills and Essence the tech brains.