1. Film & Branded Content Kancils [1.10 Best use of Cultural Insights in Film & Branded Content]
Nestlé EveryDay Milk
After a month of fasting, Hari Raya Aidilfitri kicks off a month of feasting. It's all too easy to over-indulge at the many open house celebrations. But Malaysians don't know that despite eating more, they simply aren't getting enough nutrition. As a brand that champions complete nutrition, Nestlé EveryDay wanted to highlight eating habits during the festive season (and beyond)... without killing the festive mood.
The uniquely Malaysian concept of "rumah terbuka" or open house is all about hospitality, often expressed with the most delicious food one can offer. That's why we created Raya Open House Food Reviews. Collaborating with the host of TV3's "Jalan-Jalan Cari Makan", Malaysia's longest-running restaurant review show, we created a version of our own. The world's first food review show that pays tribute to home-cooked food at Aidilfitri open house celebrations. But this was just a disguise.
The reviews were presented via a webisode series called "Lepas Raya Lapar Apa". While paying tribute to the tastiest Raya foods at the homes of average Malaysians, we slipped in a message on the importance of being mindful about eating habits at a time when most people weren't. Through the cultural pillar of open houses, we got Malaysians to realise that neglecting your nutrition for even a month can affect you long after.