Motor Takaful - Always the Smarter Choice
10. Craft Kancils [10.1b Film Direction: Campaign]
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Links:
https://www.youtube.com/watch?v=d1AEA_AO0CA
Product/Service:
Motor Takaful
Client:
Etiqa
Brief:
Etiqa approached us to create a campaign to promote their Motor Takaful insurance product through a series of short videos. Each video needed to highlight a single USP clearly, while avoiding a traditional “hard sell” tone that’s common in insurance advertising. The challenge was to make the messaging fun and memorable without losing the clarity needed to explain product details. We needed to create a cohesive campaign that could deliver information effectively across multiple touchpoints, while standing out in a cluttered digital landscape.
Solution:
We developed a series featuring a single recurring character who breaks the fourth wall to explain Etiqa’s Motor Takaful benefits directly to the audience. A satirical play on the usual ‘hard-sell approach’ tropes, our main character acknowledges the camera with the expected ‘product details’ monologue while those around him react with confusion, wondering who the heck he is talking to, amplifying the quirky humour. This left-field approach allowed us to weave exposition naturally into comedic scenarios, making key information stick through tone and delivery. Across the campaign, this consistent character and narrative structure turned complex USPs into punchy, shareable content that entertained while educating viewers.
