The five minute film draws parallel to Wang Lei’s personal story. In addition, the campaign is currently also supported by a dedicated interactive microsite and on ground activations.
Done in partnership with Tribal Worldwide Singapore, the ad will run across TV, cinema, and online channels.
The team at Tribal Worldwide Singapore decided on the use of animation because it was a treatment that has been tried and tested, and appealed to the mass audience.
The offering will roll out across its offices in Malaysia, Indonesia and Hong Kong, among others, in the next 12 months.