#BazirRamadan (Wasteful Ramadan)

8. Brand Experience & Activation Kancils [8.13 Kancil for Good: Brand Experience & Activation]

Links:

https://bazirramadan.com/

Product/Service:

Pro Bono

Client:

MYSaveFood

Brief:

Ramadan is a month of fasting, reflection and moderation for the Muslim community in Malaysia. And Ramadan food bazaars are go-to places for them to break their fast after a long day, due to convenience and variety of dishes sold. Despite the month being one of moderation, food waste rises by 20%, driven by excess from hotels, homes and especially these food bazaars. With Malaysians being desensitised to the long-standing problem year on year, what can we do to make Malaysians look the problem in the eye once again?

Solution:

The Ramadan period is also a time of preparation for Raya Aidilfitri, with local fashion houses launching new festive wear collections to fulfil the demands of those celebrating. So we too created a fashion statement. By swapping out one letter from the word “bazar” and turning it into “bazir”, meaning waste, we launched Bazir Ramadan—a bold, trashy fashion statement against food waste. Working with local volunteer-powered organisation MYSaveFood, we created a food suit made entirely out of discarded food from Ramadan bazaars. The food suits then debut with a red-carpeted “trashwalk” at the Pantai Dalam Ramadan Bazaar. The stunt also extends into the Raya period, where we launched a data-inspired Raya fashion lookbook, with each of the pieces representing different data points of Ramadan food waste statistics in 2025.

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