Grey Malaysia
Carlsberg Malaysia
Alcohol
East Malaysia is only remembered during the harvest season. But all anyone does to recognise Sabah and Sarawak is to use stock image of paddy fields. There’s more to be seen and celebrated of East Malaysia. How can Carlsberg raise brand love and make the locals feel seen all year long?
By locals, for locals.
A campaign led by East Malaysians themselves that highlights part of their culture that stays relevant beyond Harvest. Creating limited-edition can designs featuring icons chosen by the locals. Icons that hold significance and represent tradition to them. A series of cans made exclusively for East Malaysia only and released each quarter of the year. Giving locals a reason to celebrate all year long.
Executive Creative Director: Graham Drew
Creative Director: Andrew Fong
Senior Copywriter: Brendan Low
Senior Art Director: Soon Lon Fung
Senior Brand Director: Daphne Wong
Senior Brand Manager: Andrew Ng
