KUALA LUMPUR, MALAYSIA – MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, launched its latest campaign film for U Mobile for the Chinese New Year.
“Yuan,” meaning “reunion,” was a touching reminder of family togetherness. It depicted a family returning to their childhood home, replacing their father’s old round dining table with new, long tables for their reunion dinner. Throughout the evening, they rediscovered the deep significance of the round table, a tradition deeply rooted in Chinese culture.
“This idea is a simple, yet profound observation. Most of us grew up with the same round table at home, and it was a piece of furniture that was likely there from before we were born. These tables have seen every milestone, every celebration and every reunion, and holds a universal truth – that the true shape of happiness is togetherness,” MBCS Executive Creative Director said. “A traditional symbol of Chinese dining culture, the circular shape represents harmony, equality and togetherness, and so it was very apt for us to reflect these moments of family happiness and togetherness through this ubiquitous, inanimate object. However, it’s not just a piece of furniture, it’s a silent witness to our lives.”
U Mobile Brand & Marketing Services Head Bernard Lee, added that “Advancement and innovation is constant, and it’s a natural fact of life that modern families would keep with that pace when it comes to contemporary aesthetics and home design. However, while trends might change, the essence of family connection remains timeless.”
“The round table serves as a metaphor for cherishing family traditions while embracing togetherness, no matter what shape life takes. It’s not the design of the table, but the moments shared around it that truly matters. Our message to all Malaysians is that the true shape of happiness is found in a reunion,” Bernard shared.
Since MBCS released “Yuan,” it has garnered more than 5.6 million views on YouTube.
