#HLBDIGITALDAY - Bye-Bye Cash

9. Craft Kancils [9.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]

Links:

https://www.youtube.com/watch?v=Wi2u-L8_FRc&t=

Product/Service:

Financial Services

Client:

Hong Leong Bank Berhad

Brief:

Bring cashless transactions to the forefront, taking a step forward in creating a cashless Malaysia.

Solution:

Going cashless requires a behaviour change from a society that has been using cash for generations. For them, cashless is a foreign concept that not many are comfortable with, especially in the non-English speaking communities. Create familiarity and relevance by introducing cashless in a recognisable way. Introducing Break up with Cash. We created a film that referenced the tropes of Chinese drama, featuring costuming, music and set designs that were created to look like a period piece. However, the language the script used was a mix of colloquial Malaysian and Chinese, referencing the way Malaysians speak in a humorous fashion.

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