ISC partners with Bernas to create meaningful Chinese New Year commercial for Malaysians
Integrated Strategic Communications (ISC) has paved the way for a significant Chinese New Year celebration for all Malaysians by creating a television commercial that reinforces the values of strong family bonds.
ISC-Innovators received the mandate from Padiberas Nasional Bhd (Bernas) to proceed with their concept of ‘Ka Fan’ in creating a commercial that would touch the minds and hearts of all viewers, while centering on the client’s core product – rice.
“We are grateful to Bernas for entrusting us with the task of creating something remarkable that everyone could connect with. Our team managed to turn around the client’s brief quickly and conceived some really outstanding ideas, which were then presented to the client. We were privileged to be chosen and gave our best to see the idea through,” said Executive Creative Director, Paul Lingan.
In the commercial, the son eventually spends less time with his mother as he becomes an adult and becomes busy with his own life and work. In the end he realises why his mother always asked him to ‘ka fan’ or have more rice and goes home to savour the reunion dinner meal especially prepared by his mother.
According to Lingan sometimes the best stories are those shared from a personal perspective. “Our daily lives shape who we are and those very experiences do sometimes give us a different perspective on things that matter. Our goal was to ensure that the ad resonated with the viewers in a way that everyone could relate to – the basic principles of family values and cherishing our loved ones.”
ISC is perhaps best known for conceiving and nurturing its multi-awarded work on “Malaysia: Truly Asia” which won more than 40 International awards over 12 years for its broadcast, print & digital work. ISC was co-founded by long-time agency veteran Austen Zecha, following the series of sales of his former agencies to the likes of JWT, Saatchi & Saatchi and Edelman Public Relations, among others, prior to its former joint venture with TBWA.