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Prudential Explores Chinese New Year through Moving Film Celebrating Survivors of Critical Illnesses

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The short film by Naga DDB Tribal explores happiness in a series of interviews ahead of festivities for the Year of the Ox

Prudential Explores Chinese New Year through Moving Film Celebrating Survivors of Critical Illnesses
What is the source of our happiness? This CNY, Prudential grapples with one of life’s biggest questions in a newly released short film titled “The Reunion''. Together with Naga DDB Tribal, the brand explores a unique perspective on happiness inspired by interviews with survivors of Critical Illness.

“We discovered that a second chance at life offered survivors of Critical Illness clarity on what matters most – this allowed them to reunite with who they once were or even the person they were meant to be. This theme of reunion with one’s self echoed the culture of CNY reunions, hence was used as inspiration for our film. Amidst the current challenging times, we offer Malaysians a moment to reflect and reconnect with their true, authentic self,” explains Naqib Shamsuri and Gui Jiann Rong, creative group heads, Naga DDB Tribal.


Driven by music composed by singer-songwriter, Colbie Ong, the short film explores these themes through the story of a stroke survivor rediscovering herself and her happiness.

“Chinese New Year is a celebration of renewal and setting things straight. It is a time we reconnect with our relatives after a period of separation. But what if the one person you’re in most need of reconnecting and reuniting to is yourself? As a brand, Prudential is about offering people second chances, and this Chinese New Year poses an opportunity of reconnection and renewal in prioritising what truly matters to them and we encourage them to do something about it,” said Eric Wong, chief customer & marketing officer of Prudential Assurance Malaysia Berhad.

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DDB Asia, Tue, 09 Feb 2021 16:34:40 GMT