FLAWED BEAUTY, FLAWLESS PROSPERITY
5. Design Kancils [5.14 Kancil for Good: Design]
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Links:
Product/Service:
Financial Institution
Client:
AmBank Group
Brief:
AmBank wants to use the festive season of Chinese New Year, a time rich in tradition and cultural significance, to address a socially relevant issue that resonates with the Malaysian Chinese community. The goal is to challenge traditional expectations in a meaningful way.
Solution:
We tapped into Yee Sang, a traditional symbol of prosperity and perfection during Chinese New Year, to flip the script on expectations. Using imperfect vegetables bumpy carrots and oddly shaped produce that would otherwise go to waste we crafted a Yee Sang that was just as delicious and vibrant as its perfect counterparts. This not only highlighted the unnecessary rejection of these ingredients, but also delivered a powerful message: that perfection on the outside isn't required for joy. The campaign extended beyond awareness by delivering these imperfectly perfect Yee Sang dishes to orphanages and old folks' homes, along with donations, turning the conversation towards better food utilisation and meaningful prosperity for all.
