This is film of a boy named Tan Kao Sheng, who goes on a journey to discover the meaning behind his name. While the name Kao Sheng means "Tall" and "Victorious", the name somewhat contradicts his physical appearance. This is something he struggles with all his life, until an unfortunate event triggers him to rise to the occasion and enables him to live up to his name - gifted to him by his parents.

We provoked our audience with a TV spot that featured Chinese millenials and their adopted Western names… except for one.

We then led them to watch an inspiring web film about a boy named Kao Sheng – translates as ‘Tall and Victorious’ – who struggles to come to terms with his name. An unfortunate event befalls his family, which enables him to rise to the occasion and live up to the name given to him by his parents.

We then engaged our audience with a social movement that encouraged them to wear their name with pride and share their stories.

But by the time Chinese New Year arrived, we had reached out to 70% of Malaysian Chinese millenials in one week (2.7 million out of 3.8 million).

An early Behaviour Analysis & Research was also conducted with the following results:

• 68% shared stories behind their names

• 28% asked their parents about their names

• 92% felt more proud of their name and family

But beyond the numbers, we reignited a sense of pride among them and changed their perception towards the name… gifted to them by their parents.