The Leaping Frog

10. Craft Kancils [10.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]

Product/Service:

Banking

Client:

Bank Negara Malaysia

Brief:

As Chinese New Year approaches, the Chinese community often buys various new items to welcome prosperity. Scammers then capitalise on this increased spending with more scams. Bank Negara needed a way to remind everyone to be vigilant, and protect their finances from scammers.

Solution:

In Chinese culture, there are already proverbs and sayings that warn against things that are too good to be true. Audiences just need to be reminded in an impactful way. We reminded Malaysians to stay vigilant against scams by bringing a Chinese proverb to life in a larger than life way, for a powerful festive PSA.

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