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Chinese New Year Film Shows Celebrations Don’t Have to Be Big to Be Meaningful

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Singapore's Ministry of Communications and Information teams up with Grey Singapore and director Royston Tan for a heartwarming film

Chinese New Year Film Shows Celebrations Don’t Have to Be Big to Be Meaningful

Grey Singapore has collaborated with the Ministry of Communications and Information (MCI) to launch a warm and light-hearted 3-minute Chinese New Year film titled ‘The Visitor List’. The film, shot by director Royston Tan, highlights how Singaporeans have adapted to the uncertainties and challenges arising from Covid-19 the past year and made the best of their CNY celebrations. The central message, celebrations do not have to be big to be meaningful, rings true as these changing times help us focus on the things that truly matter. 

The video takes us through the conundrum faced by many families planning Chinese New Year visits during the pandemic. With visitation limits, most families would have to navigate “social landmines” when prioritising who to invite. By bringing viewers into the perspective of a family planning their CNY visitor list, the story shows the resilience of families and how they have adapted to changes as one. 

Aaron Lye, director, campaigns and productions dept. of MCI’s Public Communications Division, said: “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, and to remind everyone about the steps we can all take to better ensure our safety and the safety of our loved ones. It has not always been easy, but we are encouraged by the resilience and unity shown by Singaporeans. 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.” 

“A ‘visitor list’ may sound like an unimaginable narrative pre-pandemic, but it’s now something families would have to consider as we live with COVID-19. It’s a heartening script that allows us to highlight the value of smaller but meaningful gatherings through an inviting and insightful storyline,” says Aaron Phua, executive creative director for Grey Singapore.

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. 

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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

Genres: Storytelling

Categories: Government, Corporate, Social and PSAs

Grey Singapore, Tue, 25 Jan 2022 08:11:12 GMT