SAJI - Terima Kasih Malaysia

10. Craft Kancils [10.13b Art Direction: Campaign]

Links:

https://www.instagram.com/myslangbank/

Product/Service:

Saji Cooking Oil

Client:

Delima Oil Products

Brief:

Challenge: SAJI needed to stand out during National Month while working with limited resources. The challenge was to create a visually compelling campaign that would engage Malaysians, spark cultural conversations, and reinforce SAJI's role in their everyday food experiences.

Solution:

In Malaysia, food is more than just nourishment it's an emotional and cultural experience, reflected in slang like 'padu,' 'kaw,' and 'terangkat.' This inspired Ekspressi Rasa Kita's art direction, where each slang word was brought to life through bold colors, hand-drawn illustrations, and typography that captured its essence. The design approach carefully matched the tone of each word, from intense flavors to lighter moments, while playful illustrations connected with Malaysia's vibrant food culture, from street food to home-cooked meals. The campaign turned everyday slang into a visual and cultural movement, making SAJI a brand that resonates with Malaysia's unique food experiences.

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