CelcomDigi

The year of the dragon is said to be the most auspicious of the 12 zodiac animals, with babies born in this year believed to be destined for greatness. During CNY, brands often focus on family reunions, joy and abundance, but CelcomDigi wanted to stand apart while staying relevant.

The brand observed that many parents place rigid expectations on children to succeed in a specific way, but success can be defined differently. From this, CelcomDigi crafted a heartfelt tale of a young dragon boy who pursued his love for drumming, using music technology to create and perform an unforgettable piece.

The centrepiece was a 3-minute mixed-media film combining CGI and cinematography, supported by social content, a website and e-greetings.

The campaign struck a chord nationwide, racking up 6 million views and nearly 8,000 engagements on YouTube alone. Facebook and Instagram extended the reach further, with thousands more views and interactions that sparked positive conversations. By reimagining a traditional celebration through the lens of creativity and innovation, CelcomDigi reinforced its role as a brand that inspires and empowers the next generation of Malaysians.