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10. Craft Kancils [10.22b BM Copywriting: Campaign]
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Links:
Product/Service:
7up
Client:
Etika Sdn Bhd
Brief:
In a world where social media glorifies perfection, people are afraid to show real emotions.
Crying, a natural human response is often seen as a flaw. Together with 7UP, we set out to change that: turning tears into a symbol of strength and refreshment.
Solution:
In collaboration with local illustrator Izzati Suza, we crafted a series of short illustrated poems written in Bahasa, each turning tears into a symbol of courage, strength, and healing.
The writing played with rhythm, repetition, and everyday Malay idioms to make each line feel poetic yet relatable.
Through simple, emotive, and distinctly Malaysian writing, we turned crying, once seen as fragile into something beautifully refreshing.
