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12. Craft Kancils [12.22a BM Copywriting, Content Writing & Scriptwriting: Single]

Links:

https://www.youtube.com/watch?v=KwwNUMhMxGE

Product/Service:

Astro One

Client:

Astro Malaysia

Brief:

Malaysians still struggle to see Astro as a truly Malaysian brand, though we’ve been part of - and even helped shape - Malaysian culture for decades. The brief was to address this perception. By regaining relevance in Malaysian households, we needed to remind Malaysians why Astro One is worth paying for.

Solution:

We went all-in on Malaysian-ness by creating an exaggerated, hyper-real version of Malaysia that’s entertaining yet relatable. Magnifying the pop culture of maintaining a halal gap, we used humour to communicate the benefits of Astro One in an unexpected way.

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