IPC Shopping Centre puts local spin to Swedish gnome Tomte in Christmas film

IPC Shopping Centre, a mall anchored by Swedish home furnishing giant IKEA, has unveiled its Christmas video titled "Misteri Kampung Pishang" to promote shopping centre visits amidst the COVID-19 pandemic. The video uses the allure of Tomte's Holiday Workshop, which features a weekend holiday market where shoppers can choose customised handicrafts and trickets, as part of the mall's aim to make consumers be part of the Swedish-inspired holiday experience. 

Done in collaboration with Your Maker, the creative process aimed to introduce Tomte as a character who Malaysians will grow to love. Hence, the team portrayed Tomte as a gnome-like creature who helps out at Swedish farms and was sent to Malaysia for an overseas training. The training placed him in Kampung Pishang alongside characters that parody those consumers would find in Mamat Khalid films such as Hantu Kak Limah. The story unfolds as Tomte is the only one who celebrates Christmas while everyone else converses in Bahasa Melayu.

PRS Films, Grand Theft Records and deTOUCHE Post were also involved in the production of the film. Co-founder of Your Maker, Lee Tak Shune, said: "Shout out to Loki for giving us a great initial concept that was rich enough ground to grow and expand the idea." The campaign will run on Facebook until 3 January next year and IPC Shopping Centre aims to surpass its current mark of footfall traffic during the Recovery Movement Control Order, which stands at 80%. 

In addition to the handicrafts and presents, Tomte's Holiday Workshop also features an interactive AR screen in the concourse area where consumers can catch as many falling presents as possible. IPC Shopping Centre's marketing manager, Mark Tan, said in a separate press statement that this year has been a heart-warming experience as many Malaysians rose to the occasion and selflessly helped others in need. As such, the mall wanted to carry this communal spirit of togetherness into the new year.

"The activations planned always revolve around engaging with the people around us. During our redevelopment, we introduced Christmas in a Box in collaboration with HOPE Worldwide Malaysia to provide groceries, school supplies, and toys to 100 families in need. Subsequently, the Swedish-themed celebrations, Swede-est Christmas and Wondrous Winterland both highlighted the elements of Christmas in Sweden and created a deeper bond within families through the various activities," he said.

He explained that Tomte was brought back this year because of its unique heritage in the Swedish culture. According to him, Tomte is believed to be a mischievous and protective creature that is reputed to safeguard its community, especially during dark and long nights.