Kenangan Tu Ke Mana?
9. Entertainment Kancils [9.1 Fiction & Non-fiction Film]
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Links:
https://www.youtube.com/watch?v=EDMd07aF6RQ
Product/Service:
Julie's Love Letters
Client:
Julie's Manufacturing Sdn Bhd
Brief:
Malaysia celebrates Hari Raya, the festivities that take place after the holy month of Ramadhan. And around this festive period, brands crowd the media space with long-form brand films, as it’s something that the Malaysian audience comes to expect every year. But while most other brands focus on the celebrations themselves, we asked the most important question this Hari Raya: have we forgotten what matters most?
Solution:
In Malaysia, people typically look forward to festive brand films during the Islamic fasting month of Ramadhan every year. And in order to stand out and be relevant, Julie’s needed to find a way break through this sea of long-form content. To do that, we looked at what was conventionally being shown, and found that most brands still leaned into the conventional tropes of celebration moments. Or turned to emotional hooks and sentimentalism. Julies chose to question the meaning behind them, to get people to reconsider what really matters.
To really drive our message home, we looked at bringing attention to subject that's less spoken about. To bring attention to a message that gets people to rethink their priorities, about being present with our loved ones, with a twist of science fiction. All while still being to captivate and intrigue our audience.
