TikTok Shop Jaguh Lokal

10. Craft Kancils [10.13b Art Direction: Campaign]

Links:

Product/Service:

E-commerce / content platform

Client:

TikTok Shop

Brief:

In Malaysia, big e-commerce platforms tend to rely on celebrities to sell products. Often overlooking grassroots-level sellers and creators, who have been struggling to recover since Covid. For Malaysia day, TikTok Shop wants to bring the attention back to these real superstars who are closest to Malaysians' hearts.

Solution:

We positioned local sellers and creators as a new kind of celebrity: Jaguh Lokal (local heroes). Inspired by national day parades, we created a miniature set showcasing these heroes through phone screens. The mini parade was then turned into an interactive installation, where people can scan to explore seller and creator stories.

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