GUARDIAN
Hikayat Guardian-Pura
BRIEF
Due to their limited advertising budget, Guardian doesn't often run ads for Malaysia's festivities, but their greatest rival was pouring more and more ad money into festive films, capturing all the attention in the health and beauty category. This Raya, we were challenged with making a festive video that would win Malaysians' hearts and minds with an engaging story while simultaneously promoting their health and beauty products.
SOLUTION
Jangan wayang pasal kulit (The way you look is not important) was the main idea behind film. We created a parody of the popular Malay folklore, Bawang Putih Bawang Merah (Malay Cinderella) using the ancient art of shadow puppetry called Wayang Kulit in a fresh and modern way while preserving the beloved art form’s folk singing, dancing and acting. Skincare products were not only featured in the film, but played an integral role in the film’s storytelling, driving sales and a deeper appreciation for a cultural art form that was slowly waning among the young.
IN COLLABORATION WITH
VJ Anand (ECD), Dafi Alfadila (Art Director), Yusrizal (Copywriter)
WHEN
2017
WHERE
BBDO Malaysia
ROLE
Art Director & Designer
FIELD
Festive Campaign
