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. In conjunction with Chinese New Year, Naga DDB decided that it was time they help bridge the gap and foster a closer bond between parents and children. Thus came about Project Ai Le You which in Chinese means love, happiness, music and journey.
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 travelled 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.
What started off as a simple insight turned into unforgettable road trip as the families spoke about their relationships, struggles and their appreciation for one another. A video was then presented as a reminder to verbalise our feelings to our parents and to cherish every moment spent with them.
Soundtrack: The music and lyrics for the songs were composed and written internally for the sole purpose of the project.
Say I Love You This Chinese New Year
Chinese New Year Greetings
Chong Khong Lum
Alvin Teo, Raphael Ang, Jackson Mah, Charlotte Lam
Gyn Gan, Chong Jia Ling, Chris Chan
Sharon De Silva, Chris Lau
Production House Producer
Tan Chee Meng
Tan Chee Meng, Alvin Teoh
Tan Chee Meng, Eugene Chin, Lim Min Tze
Director Of Photography
Tan Chee Meng
Lim Min Tze, Tan Chee Meng
Chong Jia Ling
Raphael Ang, Charlotte Lam