Campaign SpotlightPress Release

Petronas celebrates the Chinese New Year in preservation of culture and heritage

KUALA LUMPUR, MALAYSIA – Ensemble Worldwide, the creative unit of IPG Mediabrands’s Mediabrands Content Studio (MBCS), has released PETRONAS’ first festive film of the year in conjunction with the Chinese New Year festive season.

The film, titled Yǐ Hé Wéi Guì or The Negotiation, tells the tale of a community of shopkeepers who rally together after receiving the devastating news that they are about to be evicted on the eve of Chinese New Year. Determined not to lose the place that brought joy and memories to them and the generations before, the diverse group of residents bands together in a unified effort to save their history, heritage, home, and way of life.


MBCS Group Creative Director Ahmad Nazril Ibrahim said, “This film in all its diversity embodies all it means to be Malaysian. While we progress and move to the future with technology and innovation, it is also important for us to truly understand our cultural heritage and where we come from as it shapes our identity in a significant way. We’re excited to be embarking on this new journey of films with PETRONAS for the year, and hope all Malaysians are excited to journey with us in celebration of our rich culture and heritage.”

The film anchors on the PETRONAS festive theme of the year, “Roots of Our Future” which will highlight and embed the richness of heritage, customs, and culture into all the festive films of 2023.

The film was directed by P Prem Anand Pillai, who has directed multiple award-winning adverts, in collaboration with Reserve Tank as the production house.

Catch Yǐ Hé Wéi Guì on PETRONAS’ official social media channels.

Partner with adobo Magazine

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