TBWA Kuala Lumpur
Abbott Laboratories (M) Sdn Bhd
Formula Milk
Abbott aims to reduce Malaysia’s stunting rate. PediaSure, its growing-up milk, is scientifically proven to help kids grow 50% faster. Abbott needed a campaign leveraging its partnership with Real Madrid to educate parents and kids on the right nutrition for growth.
Malaysian kids love football. But no matter how hard they practise, they cannot achieve greatness if they are undernourished. This is because stunting caused by malnutrition could affect children’s confidence, health and opportunities, holding them back in the future.
To help children grow holistically, we created Grow to Great, a campaign using kids’ and parents’ love of football to educate on growing kids to their full potential. We gave 15 football-loving kids expert coaching, nutritional support from PediaSure, and mentorship sessions for confidence and health. We documented their growth to show how the right nutrition nourishes greatness, and shared their journey in a docuseries to educate parents and inspire other kids.
The campaign helped us grow 10% in sales to 14.6M from June 2022 to July 2022. This is because parents and kids saw the importance of nutrition and building good habits for growth, helping kids grow towards their greatest dreams.
Chief Creative Officer: Gigi Lee
Associate Creative Director: Elissa Azizi
Deputy Executive Creative Director: Fazlee Sabbaruddin
Creative Group Head: Nor Marlina
Senior Art Director: Sylvia Teoh
Art Director: Joanna Mak, Ava Swee
Designer: Summer Mah
Copywriter: Tiara Lim, Zulika Shaharom, Puteri Dayana
Chief Executive Officer: Yee Hui Tsin
Senior Brand Director: Iman Omar
Associate Brand Director: Nicklaus Lam
Brand Manager: Nicole Loh
Executive Producer: Nisha Khirudin
Senior AV Producer: Boon Hsin Lee
Print Producer: Farina Kee
