Niat - Etiqa Raya 2024
10. Craft Kancils [10.22a BM Copywriting, Content Writing & Scriptwriting: Single]
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Links:
https://www.youtube.com/watch?v=U2X_mGQrxEI&t=9s
Product/Service:
Festive Web Film Raya 2024
Client:
Etiqa Insurance
Brief:
For the year of 2024, Etiqa intended to reflect a corporate focus on ESG (Environmental, Social & Governance) values throughout its festive films. However, the challenge is that ESG tends to be a dry topic, and hard to relate with on a personal level. How then, can we create a Raya story that centres around an ESG message, yet retains a humanistic soul befitting of the festivities?
Solution:
Upon thorough study of the ESG aspects, we discovered that one value was that of disability inclusion. Though stories of helping the disabled are nothing new, especially in the Malay culture, some 'contemporary' disabilities such as autism are less talked about. Digging deeper into the challenges faced by autistic individuals, we realised how they struggled with bright lights and noises due to hypersensitivity. This painted the perfect tie-in to shed light on making Raya celebrations accessible for an often forgotten group.
