Cannes Lions
NAGA DDB MALAYSIA, Selangor / NAGA DDB MALAYSIA / 2013
Overview
Entries
Credits
Description
Filial piety in the Malaysian Chinese society is very strong. But the problem is feelings of love are seldom or never expressed verbally. Many children find it awkward and grow up never once saying ‘I love you’ to their parents. Likewise parents to children.
We invited children to express their feelings to their parents in letters - words which they find hard to say face-to-face. The messages were then turned into songs. An entourage of singers and musicians then traveled across the country on a road trip to pay the unsuspecting parents a surprise visit and to express the children’s long-kept feelings of love in song.
Execution
The music and lyrics for the songs were composed and written internally for the sole purpose of the project.
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