HLB

Hong Leong Bank has always supported local businesses. But to connect with a new generation of entrepreneurs, it needed to evolve — from being seen as old-school to being recognised as the modern partner for growth and wealth.

So we told a story that blended tradition with progress. Launched during Chinese New Year, the campaign centred on Sin Eng Heong Confectionery — beloved family business. At its heart was second-generation owner who honoured his father’s values while reinventing them for new era. A film wasn’t just about business, but legacy, reinvention, and kind of enduring wealth spans generations.

The story struck a chord. Listed among the Top 3 most-watched CNY ads of 2024, it drew nearly 10 million views and over 22,000 engagements. With a 72% likeability score and more than half of viewers rating it superior to competitor ads, the campaign showed that when tradition and modernity come together, real relevance is born.