Word Count

BRONZE Chinese Copywriting, Content Writing & Scriptwriting: Single
Prudential Word Count.jpg
Word Count.png


Naga DDB Sdn Bhd


Prudential Assurance Malaysia Berhad




Prudential launched their regional campaign themed ‘We are the people that do’. They wanted to position themselves as people whose actions spoke louder than words and we were tasked to leverage on the rising trend of ‘festive content hunger’ in Malaysia by producing a Chinese New Year film based on their new Brand theme that is relatable to 2 generations of Chinese Malaysians; 20-30 years and 40-60 years.


‘The people that do’ fits very well in the characteristics of Chinese parents in our target age group because they show love through acts, not words. These acts are not always understood by their kids who are more expressive with words. We focused on the tension in this gap and used it in the story arc, mirroring their experiences and feelings of our viewers and leading them to discover the meaning behind the acts.


Chief Creative Officer: Alvin Teoh
Executive Creative Director: Nik Radzi
Creative Director: Jeremy Yeoh
Creative Group Head: Derek Yeo
Art Director: Simon Yip
Head of Copy: Raphael Ang
Copywriter: Ng Ka Chi
Chief Operating Officer: Clarence Koh
Business Unit Head: Sharon Woodford
Brand Manager: Sabrina Chan
Head of Content Studio: Chen Lee Ling
Film Director: Bryan Sim
Producer: Mun Bel
Director of Photography: Kenz Koh
First Assistant Director: William Ho
Editor: BK Lee
Colourist: JF Chong
Production Designer: Jack Tien
Production Assistant: Naomi Yap
Audio Production: Canang Studio
Music Composer: Iris Tan