Malaysian Black Knight
9. Entertainment Kancils [9.4 Influencers & Co-creation]
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Links:
https://docs.google.com/document/d/1Mjk15vVh2qdxON1Kva9crKy55vxxVpIN_gwEgHf7a_M/edit?usp=drive_link
Product/Service:
Television & Streaming
Client:
Netflix Pte. Ltd.
Brief:
Black Knight, a post-apocalyptic Netflix Korean series that stars Kim Woo-bin was set to launch in 2023, being a priority title for the market. Kim Woo-bin stars as a delivery rider who delivers oxygen canisters, an essential in the post-apocalyptic world. The title's goals were conversation and awareness, to drive people to discuss that campaign and then watch the title. Given the 'deliverymen' aspect being an intrinsic part of the title, the brief was set to explore how we could bring ideas within that area to life on social, elevating delivery riders to that of Korean superstars.
Solution:
Our local delivery riders are a huge part of pop culture and the connection between them and the 'delivery' aspect of Black Knight was an opportunity to introduce this unfamiliar title to the Malaysian audience via a familiar premise. We set upon creating a local Black Knight delivery rider but wanted them to be showcased in a way that felt natural, almost blurring the line between fiction and reality, and insinuating that Black Knight delivery riders are already in Malaysia - equating any delivery rider to the prestige of being a Black Knight. We partnered up Koocester, a creator who's seen huge success in Singapore and Malaysia with his own series of viral videos, where he asks owners of expensive or unique vehicles and unearths their professions. With the concept set, we then went on to kit out a sports bike, cast a Korean YouTuber that's based in Malaysia (Jalan-Jalan Jesse) as the talent, and bring the title to life locally.
