Singapore – The Singaporean Ministry of Communications and Information has teamed up with creative agency MullenLowe Singapore to create a Chinese New Year film that celebrates the unity and resilience of Singaporeans as they celebrate the occasion.
Made in collaboration with local director Royston Tan, the film titled ‘Extended Love’ by MullenLowe Singapore and MCI displays how Singaporeans value both their family and their community.
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 tradition of bringing neighbours together for a cai png reunion dinner at the coffee shop every year, showing that she is not without family within the community.
Talking about the film, 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.”
Meanwhile, Paul Soon, CEO of MullenLowe Singapore, commented, 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 — remains 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,” he concluded.
The film is now on the official Singaporean Government’s social media channels and can be viewed on Free-To-Air Television, Ch 8 and Ch U from February 2 to February 25, 2024.
