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MCI Singapore Gov.sg

Extended Love

Agency: MullenLowe Singapore

Description

New Chinese New Year film explores the idea of family and community with ‘cai png’ reunion dinner

MullenLowe Singapore collaborated with local director Royston Tan to launch a moving and uplifting Chinese New Year film titled “Extended Love”. The 3-minute film celebrates the power of a united community and the resilience of Singaporeans, as new year celebrations evolve through the years. This project is commissioned by the Ministry of Communications and Information (MCI).

The film features a young overseas-based Singaporean woman who returns home for Chinese New Year to persuade her grandmother to join her family abroad. However, she soon learns that her grandmother, who runs a 'cai png’ (mixed rice) stall at a coffee shop, has started her own Chinese New Year tradition of bringing neighbours together for a ‘cai png’ reunion dinner at the coffee shop every year, and that she is, in a way, not without family within the community.

MullenLowe Singapore CEO Paul Soon, said, “We are delighted to collaborate with Royston to produce the film ‘Extended Love’ this Chinese New Year. In this short film, we recognise that Singapore is becoming more diverse in terms of aspirations and preferences, even in celebrating our key festivities, but that what makes us Singaporean — resilience, unitedness, inclusiveness — remain the same. This mirrors the values of the Forward Singapore exercise as we build our shared future. We hope this heartwarming story can remind Singaporeans of what’s truly important — being present for each other.”

Director of “Extended Love”, Royston Tan, said, “The film explores our notions of family and community, and how ‘extending’ the warmth of a meal to those around us can make for a joyful reunion. Through the film, we want to highlight the beauty and strength of strong community ties, while encouraging Singaporeans to come together to celebrate the festive occasion in new and meaningful ways.”

“Extended Love” is now on Gov.sg social media channels and can be viewed on Free-To-Air Television, Ch 8 and Ch U from 2 February 2024 to 25 February 2024.

This professional campaign titled 'Extended Love' was published in Singapore in February, 2024. It was created for the brands: Gov.sg and MCI Singapore, by ad agency: MullenLowe Singapore. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 29 days ago.

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