Project Roles

· Strategic Positioning

F&N

· Campaign Line

F&N wanted a Chinese New Year campaign that evoked nostalgia while still engaging younger audiences. The brand had brought back its beverages in limited-edition packaging inspired by designs from earlier times, but needed a creative platform that could bridge generations and make the old feel fresh again.

We leaned into the Malaysian spirit of easygoing optimism, expressed through colloquial language that everyone relates to during festive gatherings.

I created the campaign’s central message “Can lah, it’s CNY mah!” and crafted the film script to mirror authentic Malaysian dialogue. My role was to ensure the humor, cultural nuances, and storytelling brought the nostalgic packaging to life while staying relevant to today’s audiences.

The campaign reinforced F&N as a festive staple, blending heritage packaging with modern humor to resonate across generations. It struck an emotional chord with Malaysians and achieved over 2.3 million YouTube views, proving nostalgia can still be powerfully shareable.

Reference: YouTube

· Can lah, it's CNY mah!

· Script & Storyline