2. Audio Kancils [2.1a Best use of radio: Single]

HOYA Enroute - Optical Lens
Malaysian Hoya Lens Sdn Bhd
Many adults go about their daily lives with blurry vision. This can be especially dangerous when driving. The client developed HOYA Enroute to help make driving safer for everyone, and tasked the agency to come up with a campaign to remind people to get proper eyewear.
A common stereotype of Chinese Malaysians is buying the lottery number of vehicles in accidents. Using this insight, the agency created an ad revolving around a familiar scenario to all Malaysians to draw the interest of the audience, before reminding them that a clear vision is important to avoid accidents when driving.