(Re)Introducing an old brand to a new target market that already had more than enough options to choose from posed quite a challenge. I'm still amazed that we managed to convince the client that Brand Relevancy can come in the form of moms gangsta rappin' recipe-hacks. Coz hey, Malaysian supermoms are the real OGs and it's like that and that's the way it is.
The work won the coveted Gold at THE APPIES, so I guess CMOs are also in the know.
Sounds of Story Time
As household batteries begin to disappear in the digital era, our childhood memories of battery-powered shadow play story time become even more nostalgic. That's why we built this sound-companion mobile webapp for Eveready's Book of Play campaign. We want to inspire modern parents to rekindle the traditional story time experience with their little ones.
Nothing beats seeing kids (including my own kids) enjoy story time like we used to but with a modern twist.
Kita Kawan Kita Amigo
The creative+strategy process of this Brand Refresh was intensively back-breaking, but it was also insanely fun. Consumption moments when it comes to snacking can mean different things to each individual. But just like Kit Kat reminds you to take breaks, we devised that Mister Potato keeps friendships tight.
As I said, this was insanely fun to be part of. And everytime I shop for the groceries, I'd get a pack just to relive the good times we had as a team. Agency + Client + Media + Talents + Friendships we made along the way... Kita kawan kita amigo!
Let's Get Real
For school leavers, navigating the higher education market is like sailing the sea of sameness. They are all constantly being sold the amazing career they will seemingly have, but never the journey and hustle that truly gets one there. That's why we pitched "Let's Get Real" as the university's brand mantra. After all, nothing worth having comes easy.
Since 2017, even though moving on from the agency and client, I have been serving as an Industry Panelist for the university's design programme, sometimes mentoring their final year design students. Keeping it real is a duty I take seriously.
Facebook Chatbots were all the rage at the time. Brands were rushing to get on it to enhance the "customer experience". But, Nando's aren't like other brands. So instead of asking people to interact with a Human-ish Chatbot to their annoyance, we annoyed people with an Unstoppable Talking Meme-ing Chicken-bot. But don't worry, we rewarded them after that.
Actually we wanted Chicken-bot to work as a recruitment agent for their restaurants, which is a fun idea that still could be revisited.
Rasa Sayang Connection
This idea was one of many ideas we had as part of a bigger Brand Refresh campaign we were working on to not only bring back the "Love" in "I'm Loving It!" but also do it in a way that would resonate locally. We wanted to bring families back to have good times at Mekdi's, something you see less and less these days.
One of the things we also noticed was that uni/college students would spend long hours there for the free WiFi connection. We saw this as an opportunity to remind students to not forget to connect with families first.
Old Phones Save Cars
Malaysia has a serious vehicle theft problem. Not only we stand at 6th in the world for vehicles stolen, most vehicle owners can't afford to install modern tracking systems. This makes recovery almost imposible, while the culprits remain largely untraceable.
This idea encouraged people to repurpose discarded smartphones, making it "The Cheapest Vehicle Tracking" solution available at the time.
FB Caller ID Hijack
Crowned as The Cheekiest Promo Idea Ever (shamelessly by our own Group ECD...😜), this Caller ID Hijack trickery even forced Facebook to plug a loophole that allowed brands to advertise on fans mobile screens whenever their competitor's delivery number is called. Fun times.
This Webby-nominated work was originally inspired by an actual prank that happened to my wife while calling to order pizza one unfortunate (for her, fortunate for me) late night.
Win More Than Metal
"Let's Win a Kancil Award" said no CD/ECD/CCO ever.
Vans Street Takeover
The Vans Street Takeover (#VansST) was about getting skateboarders out of the confines of skate parks to stake their claim of the streets.
(Disclaimer: The video presentation below was created for idea demonstration only.)
With data showing the rapid shift of music sales from physical to digital format, Telekom Malaysia quickly invested in building its own online music store. But how would it be able to compete with the giants? With that in mind, we discovered the connection between a person's mood at certain places and the music they would listen to there, and turn that emotion into a mood to buy music.
The Invisible Concert Tour
Similar to Music City, we wondered what if we geofenced live stream jamming sessions that can only be accessed at concert venues before the live show. That way, music fans can discover new music they may like while waiting for the concert to start.
Facebook was new. Volkswagen Group Malaysia was new. The Polo was new. Even the TA was new.
It's only fitting we help the brand amass over 20k young music fans on Facebook. Because, Polo Rocks! 🤘🏼
Only For The Advanced.
"When you're ready to modify... nothing."
This innovative email work we did for the launch of The Golf GTI (MK6) was so well received, it was forwarded and re-forwarded amongst local car enthusiasts as well as creative agencies around the world.
Scirocco Cup Challenge
Ad agency creatives: VW ads are just adaptations of the global marketing campaign. No fun.
Us: Hold our drinks.
Pedal To The Metal.
With the all-new and naughty-instigating VW Scirocco launching soon, we thought it be fun to prank current VW Golf GTI owners by "releasing" highway speedcam captures of them breaking the law.
Becoz, The Scirocco will make it even tougher to "Be good."
What's In The Hercules
This was the launch campaign for the 2nd Generation MINI (R56), an online guerrilla campaign back when the internet was far from considered mainstream. At one point, we thought we lost our jobs when our agency was ordered to shut down for a day as the work went under investigation because someone powerful in the gomen thought our spy-themed campaign was real.
Luckily they heard us out, and the work would go on to become BMW Worldwide's No.1 Marketing Case Study. Phew! 😅
© 2020 / Article modified: Nov 28, 2020