Love at First Sign | 爱在手语中
12. Craft Kancils [12.1a Film Direction: Single (overall artistic direction; how production design, casting, cinematography, editing come together to tell a story)]
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case film
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creative assets
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Links:
https://www.youtube.com/watch?v=jVVbGzhJswY
Product/Service:
Tape
Client:
Sweet Tape (SB TAPE GROUP SDN. BHD)
Brief:
Sweet Tape was everywhere, yet barely noticed. In a high-switch category where tape was bought for convenience or price, the brand had little to make people choose it over the next roll on the shelf. To build a meaningful connection with Malaysians, Sweet Tape needed to move beyond being a tool that simply held things together and become a brand that stood for something more. The client’s ask? A sweet love story, with Sweet Tape in it.
Solution:
We turned tape’s most functional truth into an emotional one: nobody tapes something they don’t care about. Built on the idea Stick By You, Love at First Sign follows a deaf girl working at her family’s stationery shop and a boy who walks in with a notebook that needs fixing. What begins with a roll of Sweet Tape holding a notebook together unfolds into a love story told through sign language, small gestures and everyday acts of care. Suddenly, tape wasn’t just holding things together. It was bringing two people closer.
