MERIT Innovation in Film & Branded Content


Bonsey Jaden Malaysia


Xiao En


Xiao En


The country’s first ‘death fest’. Organic embalming fluids. Modern memorial parks. Xiao En has a long tradition of innovation in the business of death. But they also wanted people to know them as a brand that celebrates life. To further their philosophy of “Caring like family” they wanted a message that encouraged people to treasure the time they have with family.


In a first-of-its-kind mobile site experience, Blink gave viewers a chance to control a film with their eyes. When the film plays, every blink shortens the experience. And in a matter of blinks, we rush towards the end.

The film uses a proprietary code that works on both mobile and desktop browsers. The immersive experience targets working adults and those who live away from their elderly parents - and builds on Xiao En’s philosophy of caring for family, with every golden moment we get. While time flies in the blink of an eye, we still have every opportunity to cherish it.


Creative Agency: Bonsey Jaden & Imaginary Friends
Executive Creative Director: Adam Chan, Hor Yew Pong
Creative Group Head: Alicia Hew
Head of Art: Siok Yee
Copywriter: Alicia Hew, Claira Chan
Motion Designer: Brian Lim
Art Director: Siok Yee, Yap Eva, Poh Jet
Music: Emily Tan, Albert Law, Ambrose Ling

Production Company: Directors Think Tank
Film Director: Sling Ng
DOP: Alard De Smidt, Shahrul Nizam
Executive Producer: Intan Sham
Producer: Shuying Tan
Offline Editor: Boyd See
Online: VHQ Post
Audio post: Fuse Adventures In Audio
Innovation Team: Victor Yap, Shin Tokura

Tech Team: SOOTH Inc. & Up Frontier Inc.
Interactive Experience Design: Takayuki Yoshizawa, Kilyeon Lee, Yuzaburo Saito
Technical Direction: Susumu Hoshikawa

Client: Xiao En
Managing Director: Dato Frank Choo
Group Director: Daniel Loo
Senior Manager: Kidman Kok
Senior Executive: Jessica Ong
Senior Executive: Todd Wong