Pilihanku, Caraku.

MERIT BM Copywriting
XPAX_Pilihanku_Caraku Thumb.jpg

Agency

McCANN Erickson (M) Sdn Bhd

Client

Celcom Axiata Berhad

Product/Service

Telecommunication Services

Brief

To be the first local brand to stand up for the millennial generation by recognising how hard it is to be the most judged and observed generation ever.To reestablish the brands direction and falling relevance due to an abundance in tactical communication, and to generate affinity.

Solution

Millennials are the most judged generation in history. Few brands, if any, highlight the positives of this generation. Their portrayal in any communication tended to be generalised with stereotypical lifestyle activities.We wanted to be the first local brand to stand up for the millennial generation by recognising how hard it is to be the most judged and observed generation ever with a short film. Coupled with an original song and an empowering message of support, indicating that they are all awesome when they are themselves, and to not doubt the paths that they are currently on.

Credit

McCann Erickson (Malaysia) Sdn. Bhd
Executive Creative Director : Ng Heok Seong
Creative Director : Adrian Ho
Art Director : Adrian Ho
Copywriters: Ayuni Safira, Adrian Ho
Group Account Director: Geraldine Yong
Senior Account Manager: Vinz Chong
Head of AV: Pauline Moreira
Producer: Mike Chong

Production House: Carrot Films
Film Director: Virginia Kennedy
Executive Producer: Jeffri Tik
Producer: Rozita Razali

Audio: Fuse Adventures In Audio

Post Production: VHQ KL

Client: Xpax Celcom Axiata Berhad
Head of Brand and Communications: Grace Chan
Marketing Manager: Ivan Cheng

Share