TBWA Kuala Lumpur
Lazada
eCommerce
Lazada wanted to showcase the variety of beauty products for LazBeauty, their new in-app category aimed at young Malay women. With an already high number of popular beauty e-commerce platforms, how can LazBeauty create more buzz for its launch?
“Cantik, Cara Kita” (Beauty, Your Way), a campaign to encourage young women to celebrate their own individual beauty.
AMPLIFYING BEAUTY POSITIVITY, POETICALLY IN WEB FILM & ON TIKTOK
Working with Nabila Razali, celebrity and face of Lazada Malaysia, we created a web film that pushed the message of beauty positivity. Leveraging off the Classic Poetry Rizz trend popular amongst local Gen Z, our web film used poetic idioms to represent products available on LazBeauty, and called for Malaysian women to subvert traditional beauty standards
Nabila’s narration from the web film was turned into an audio filter, where TikTokers creatively used it as a soundtrack for beauty tips, makeup tutorials and lipsyncs.
BM SCRIPT:
Cantik tu tak semestinya…
Muka bujur sirih.
Bibir merah delima.
Mata bulat bersinar.
Rambut ikal mayang.
Cantik tu…
lebih daripada apa yang kita fikir.
Cantik cara tu ke, cara ni ke.
Tampil cantik, ca
Chief Creative Officer: Gigi Lee
Executive Creative Director: Fazlee Sabbaruddin
Creative Group Head: Nor Marlina
Art Director: Joanna Mak, Fadhil Samah
Designer: Summer Mah, Siti Khairunnisa Chan
Copywriter: Tiara Lim, Puteri Dayana
Chief Executive Officer: Yee Hui Tsin
Senior Brand Director: Iman Omar
Associate Brand Director: Nicklaus Lam
Executive Producer: Nisha Khirudin
Senior AV Producer: Boon Hsin Lee
Print Producer: Farina Kee
Strategy Director: Nazirah Ashari
Brand Strategist: Vhinasyhah Gopal
Insights Specialist: Nur Aqilah
Production House: Directors Think Tank
Director - Sling Ng
Producer - Tan Shu Ying
Art Director - Kok Ming
Post - Tank 3 Asia
Music - Tank Music
