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Malaysian agency FOREFRONT calls for a change of luck in new campaign celebrating new beginnings

PUBLISHED BY: Campaign Brief Asia

08 Feb 2021

FOREFRONT Malaysia returns to usher in the Year of the Ox through a collaboration with its new tech venture, FOUN, a tech ecosystem that streamlines the home-seeking and home-providing journey.

The campaign dubbed ‘A Return to Abundance’ represents new beginnings, good fortune and positivity in this new year. The deliberate use of the character “锋”, is derived from FOREFRONT’s Chinese name “先锋”.

To maximise the outreach of the campaign, FOREFRONT and FOUN release a festive track authored and produced by the well-known singer, songwriter, and composer, Ang Chee Ciang.

The CNY track carries the meaning of the campaign to embrace a positive change in the coming year – with an aim to spread positivity amid the pandemic. The music video was filmed from the homes of respective team members, which its award-winning video production team creatively stitched together.

Darien Mah, Founder, FOREFRONT Group, said: “It’s truly heartwarming to witness how our team members come together virtually for this campaign despite the lockdown restrictions.

“It’s important that we make the best of what we have in these difficult times. The road ahead may look rough now, but we are definitely on the road to recovery. We must find our inner strength to overcome adversities, as every challenge faced and conquered leads to a window of opportunity.”

Not straying away from its annual tradition, there is a social media giveaway for its highly-anticipated angpow packets. The angpows’ intricate design, features a gold outline of an ox with horns pointed upwards that alludes to an uplifting change in fortune, and an optical illusion depicting a fish which symbolises abundance.

To add on to the festivity, the campaign microsite hosts a series of interactive content and giveaway details for the limited edition angpows.


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