You-Sang, We-Sang - CIMB | Clapboard Ad Archive

You-Sang, We-Sang is a film campaign launched by CIMB in Malaysia in 2019 through Ogilvy that uses culturally resonant storytelling to deepen the brand’s connection with its audience during the Chinese New Year season, a peak moment for financial and familial togetherness. The narrative centers on Mr. Wong, a perfectionist whose journey begins in 1947 and unfolds to reveal a profound insight: true perfection in celebration is achieved only when shared with others. This emotional arc positions CIMB not just as a financial institution but as a facilitator of community and collective wellbeing, aligning the brand with values of unity and tradition that hold particular relevance in the finance category at a culturally significant time. What Clapboard’s taxonomy would classify as FORMAT#5—Exemplary Story is employed here, where the product plays a vital role in the plot’s resolution, not as a direct feature but as the enabler of transformation and togetherness, reinforcing CIMB’s role in customers’ lives beyond transactional interactions. The campaign’s impact extends beyond the film itself through an interactive digital extension—the You-Sang, We-Sang game hosted on yousangwesang.com—inviting active participation from audiences in Malaysia and Singapore with prizes worth up to RM888. This gamification element strengthens engagement and amplifies festive spirit while maintaining brand relevance, demonstrating a seamless integration of storytelling and consumer activation. The film medium’s visual and emotional power ensures the campaign’s message is memorable and shareable across digital platforms, supported by hashtags such as #CIMBWishes, #YouSangWeSang, and #CIMBForward, which foster cohesive social media conversations and community interaction. The campaign earns 67/100 in Clapboard’s global creative archive. You-Sang, We-Sang matters to the finance industry because it demonstrates how culturally authentic narratives combined with digital interactivity can elevate brand purpose and consumer connection during key seasonal moments.