Campaign SpotlightPress Release

Celebrate the resilience of Singaporeans with MullenLowe and the Ministry of Communications and Information this Chinese New Year

SINGAPORE — Creative agency MullenLowe Singapore has collaborated with local director Royston Tan to launch a moving and uplifting Chinese New Year film titled “Extended Love.” The three-minute film celebrates the power of a united community and the resilience of Singaporeans, as New Year celebrations evolve through the years. This project is commissioned by the Ministry of Communications and Information (MCI).

The film features a young overseas-based Singaporean woman who returns home for Chinese New Year to persuade her grandmother to join her family abroad. However, she soon learns that her grandmother, who runs a cai png (mixed rice) stall at a coffee shop, has started her own Chinese New Year tradition of bringing neighbors together for a ‘cai png’ reunion dinner at the coffee shop every year, and that she is, in a way, not without family within the community. 

MullenLowe Singapore CEO Paul Soon said, “We are delighted to collaborate with Royston to produce the film ‘Extended Love’ this Chinese New Year. In this short film, we recognize that Singapore is becoming more diverse in terms of aspirations and preferences, even in celebrating our key festivities, but that what makes us Singaporeans — resilience, unitedness, inclusiveness — remain the same. This mirrors the values of the Forward Singapore exercise as we build our shared future. We hope this heartwarming story can remind Singaporeans of what’s truly important — being present for each other.” 


Royston shared, “The film explores our notions of family and community, and how ‘extending’ the warmth of a meal to those around us can make for a joyful reunion. Through the film, we want to highlight the beauty and strength of strong community ties, while encouraging Singaporeans to come together to celebrate the festive occasion in new and meaningful ways.”

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