SAJI - Terima Kasih Malaysia

10. Craft Kancils [10.15b Illustration: 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 with limited resources. The challenge was to create a campaign that would visually resonate with Malaysians, sparking engagement and reinforcing SAJI's role in everyday food experiences, through impactful and culturally relevant illustrations.

Solution:

In Malaysia, food is more than just taste it's a celebration of culture, identity, and joy, expressed through slang like 'padu,' 'kaw,' and 'terangkat.' These expressions inspired Ekspressi Rasa Kita's distinctive illustrations, which turned food slang into vibrant, meaningful visuals that resonated with Malaysians. Each slang word was paired with custom illustrations, reflecting its emotional and cultural weight, from the bold energy of 'padu' to the playful lightness of 'terangkat.' The visuals told a story of Malaysia's rich food heritage, balancing a playful yet authentic style that made them relatable and shareable. SAJI's campaign celebrated Malaysia's identity through food and art, making the brand deeply connected to the nation's culture.

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