Singapore – Celestial Movies recently launched a “movement” to reignite the emotions of everyday Singaporeans so that they can truly feel what it means to be alive again. Dubbed the “Celestial Movement”, the philosophy of the movement is to watch more Chinese movies in order to tap one’s repressed anger, sorrow, happiness and joy. One of the first followers to join the movement is none other than the talented actress and director, Michelle Chong.

“All too often in life, we find ourselves caught up with work, family responsibilities and social commitments. We start to feel numb to our emotions to get through the day. That’s how I used to be. But now, thanks to the Celestial Movement, I can feel again. Every day I get life lessons, in the form of movies, which lets me feel the joy of happiness, the rush of anger and the depth of sorrow. I am finally alive again!” said Chong.

Michelle believes in the movement so much so that she is starring in five different video spots which started airing on pay TV and online during the Chinese New year holidays. Each spot represents a different emotion that Michelle was able to tap into, based on the movies appearing on Celestial Movies. In addition to the video spots and print ads, the movement could also be seen on-ground with movement “members” wandering around Raffles Exchange and Tampines looking to “recruit” followers. These members could be easily identified by their lavender tunics and their circular Celestial Movement badges. One could also easily tell them apart from everyday folks by the huge smiles on their faces and how emotional they got when talking about the movement. They also asked people to take the “emotion quiz”, a Facebook quiz created to detect the emotions that one is lacking.

This tongue-in-cheek campaign, which runs until March 18, was created by Strategic Public Relations Group (SPRG) in collaboration with Celestial Movies.