The Brain Un-rot Library: Frankenstein

12. Craft Kancils [12.21a English Copywriting, Content Writing & Scriptwriting: Single]

case film

creative assets

case board

Links:

https://vt.tiktok.com/ZS9Uu5qwUrqbD-Q6xPS/

Product/Service:

Bookstore

Client:

BookXcess

Brief:

BookXcess was founded to make reading accessible, offering quality books at up to 80% off. But in today’s attention economy, affordability was no longer the biggest barrier. Attention was. Malaysian teens spend 2–6 hours a day on social media, immersed in fast, high-stimulation content. As “brain rot” reflects a growing appetite for bite-sized entertainment, long-form reading is losing ground. Physical reading for leisure has declined by an estimated 25%, with 1 in 4 Malaysians no longer reading for leisure. The challenge: how do you get a generation to start reading again when they don’t even have the patience to finish one paragraph?

Solution:

Instead of fighting brain rot, we harnessed its addictive power to launch The Brain Un-Rot Library: 100 books retold in internet language. The appetite for stories hadn’t disappeared. It had found a new voice: TikTok storytimes. We reimagined Frankenstein as an unhinged Reddit confession, using Gen Z language to make an old classic relatable. Dr. Frankenstein wasn’t framed as a genius scientist, but as a guy who took a side project way too far and was now spiralling over the consequences. The writing preserved the essence of the original while reframing its epic struggles through modern absurdity. A cliffhanger left audiences wanting more, before revealing that this unbelievable tale was one of literature’s greatest classics. A discount woven into the script gave audiences an incentive to buy the book and discover what happened next. By making stories harder to scroll past and easier to get into, we turned brain rot into a way to un-rot brains.

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