Julie's Biscuits embraces positivity with tale of worst feng shui master

Chinese New Year is not only a time for celebration but also for hope and positivity. Julie's Biscuits is encouraging Malaysians to look assuredly towards the year ahead by embracing and sharing optimism and positivity with its new short film titled "The Worst Feng Shui Master". Done in collaboration with GOVT Singapore and inspired by the Julie icon who personifies the spirit of hope and confidence, the film is a humorous and intriguing tale that chronicles the troubles of Master Wong.

Master Wong is a feng shui consultant whose business and reputation appears to have fallen into hard times since he lost his lucky jade ring. As his astute skills and abilities hang in jeopardy, Master Wong becomes the butt of jokes and is mocked on social media by his fiercest rival, Chan Sifu. All seems lost when what appears to be a twist of fate leads Master Wong to a profound realisation – that hope can arrive in unexpected ways.

The film invites viewers to recognise that things may not always turn out as they predict and invites them to see the silver lining in situations and challenges; opportunities that may have new possibilities and new experiences. Alvina Seah, MD of GOVT Singapore, told A+M that the creative process with the client always starts from how the Julie's brand can bring joy to our consumers, especially during this festive period, in an unconventional way from other Chinese New Year ads.

"For this film, we started by asking what would make for an interesting character. Feng shui masters are a common Chinese New Year trope. A feng shui master who always gets his predictions wrong? That's unconventional. And of course, we found a way to bring joy to the audience by helping him find hope in an unusual way," she explained. The video is predominantly on digital channels and is mainly catered for both the Malaysian and Singapore market.

Julie's Biscuit's director, Tzy Horng Sai, said the last couple of years have been challenging ones, giving a reason for everyone to reflect on what's truly important to them. "With 'The Worst Feng Shui Master', we encourage people to be agents of hope to one another as we begin the new year. As we emerge from a time of uncertainty, Julie's wishes everyone a wonderful celebration in the lunar new year festivities and we deliver our greetings in this meaningful film with a hint of humour," he added.

Meanwhile, GOVT Singapore's associate creative director, Kevin Joseph, said hope and smiles go hand in hand and that's what the agency has always tried to bring with its work on Julie's. 

"In this film, we created a character we can all relate to. Many of us feel down on our luck sometimes, especially over the last couple of years. This film aims to show everyone that coming back from hard times is possible, especially with help from our fellow members of society,” he added.

At the same time, Julie's Biscuits is also introducing a limited-edition Golden Eggy Roll in celebration of Chinese New Year. It will also revamp the packaging of Julie’s Love Letters, making it available in convenient, easy to share tubs.

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