Malaysia – Malaysian-based home improvement retailer MR D.I.Y. has partnered with advertising and digital agency Fishermen Integrated on its latest heartwarming campaign for the upcoming Chinese New Year.

The campaign includes a short web film titled ‘Wo Ai Ni (I love you)’ that follows the journey of Long Wei Feng, whom his grandson and family refer to as ‘The Most Strict Headmaster in the Country’. Gearing away from the usual tear-jerking films, it is set around the Lunar New Year and combines hints of humour with family values to highlight the role elders play in the family.

MR D.I.Y.’s ad film is also anchored on the wordplay between Ai (love) and AI (artificial intelligence) technology, reminding viewers to skip the AI and simply add the Ai instead. It aims to encourage audiences to express their love in the most sincere and fun-loving way possible.

MR D.I.Y and Fishermen Integrated campaign film for Chinese New Year is a heartwarming twist between AI and Ai (love).

Aside from the web film, MR D.I.Y. also prepared a Wishing Wall at MR D.I.Y. Plus in Mid Valley Megamall, where everyone can try craft workshops, watch traditional performances, and take photos at the photo booth with their loved ones.

Speaking on the campaign, Andrew Perera, creative director at Fishermen Integrated, explained, “Although there has been a lot of talk about AI and how powerful it is becoming, our team realised that there is a better kind of AI that artificial intelligence will never match—the ‘AI’ in Wo Ai Ni (I Love You). For this reason, this Chinese New Year, we wanted to break free from the usual Gong Xi Fa Cai prosperity messages and reach out to the Chinese community, who shy away from vocal expressions of love, to start a far more valuable tradition—by saying Wo Ai Ni to their loved ones.”

Alex Goh, head of marketing at MR D.I.Y. Group, also shared, “The Lunar New Year is all about bringing family and loved ones together. The best and simplest way of doing so is to bring out the spirit of ‘Ai’ (love), which is to say “我爱你 Wo Ai Ni” or “I love you”. Our web film shows how a grandfather uses unique ways to express his love to his family members with the assistance of AI. With this, MR D.I.Y hopes to remind everyone to make this festive season a little extra special by injecting the spirit of ‘Ai’ (love) instead of ‘AI’ (artificial intelligence).”

Singapore – Fast-food Nando’s in Singapore has launched a new campaign called ‘#ThankYouPERiPERiMuch’ – a penned letter thanking Singaporeans for doing their part in the country’s gradual reopening, making dining in restaurants possible again.

As people across the country face the continued threat of the pandemic, heightened alert measures were implemented on F&B outlets last 14 May 2021, ceasing dining-in services.

Done in collaboration with advertising agency Fishermen Integrated, the new campaign will also include a complimentary meal for delivery riders, a lifetime discount for healthcare workers, and double points for Nando’s members, as well as a welcome bottle of PERi-PERi Sauce for every guest on the first day.

Nando’s Brand and Innovation Manager Ying Wah Chan shared that the letter is a little message to thank everyone, the Nando’s way, for being extra safe so that their doors could reopen.

“We also wanted to show some love to all delivery riders and healthcare heroes for going the extra mile to take care of us during this trying time,” said Chan.

Meanwhile, Adam Miranda, the co-founder and executive creative director at Fishermen Integrated said, “This was our opportunity to spread some of Nando’s warmth and lightheartedness on social media as well as in real life. Clearly, we couldn’t thank people enough for practicing all sorts of safety measures so we can unlock the things we used to love doing.”