Hang Tu Macam Hantu
6. Digital Experience Kancils [6.14 Best use of Cultural Insights in Digital Experiences]
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Product/Service:
Ramadan Raya
Client:
Naga DDB Tribal
Brief:
Ramadan is not just a time for fasting. It's a time for reflection and stepping away from sinful influences and acts. We as a creative agency wanted to create a ramadan social campaign to raise a sense of mindfulness amongst the audience in a non-conventional approach.
Solution:
Presenting: Hangtu macam Hantu
Traditionally, Muslims believe that Satan, the tempter of man, is chained up during the holy month of Ramadan. This way, Muslims have no one to point fingers at when they commit the sins of pride, greed, anger, jealousy or lust.
This can only mean one thing - that man is the greatest 'hantu' when they behave badly.
Taking inspiration from Malay folklore, we created different 'hantus' to reflect the bad traits of people throughout Ramadan in the hopes that with a little light hearted reflection, they can change their ways and be a new person by Hari Raya.
