Pigxels by Naga DDB Tribal

BRONZE Best use of Cultural Insights in Design
Pigxels_Submission Board 1 of 3.jpg
Pigxels_Submission Board 2 of 3.jpg


Naga DDB Sdn Bhd


Naga DDB Tribal




Every 12 years, we celebrate the Lunar New Year of the Pig. In Malaysia the pig is considered a taboo to some. They cause so much ruckus, it almost feels like we’re on the verge of racial riot. So how? Marketers welcome the Year of the Pig without using the pig. Happy now? No. Now other communities are offended.


As an ad agency that’s known for being insightful on all things local and cultural, we saw an opportunity to turn this cultural stigma into a self-promo. We created a stock image library of self-censored pigs and called it Pigxels. With over 200 free JPigs and MPigs (see what we did there), everyone can use an image of the pig without using the image of the pig.



Chief Creative Officer: Alvin Teoh
Creative Group Head: Rachel Hoo
Senior Copywriter: Candice Chhoa
Copywriter: Nur Surya Abu
Art Director: Bobby Lai
Head of Content Studio: Chen Lee Ling
Film Director: Bryan Sim
Producer: Bryan Sim
Post-Production: Bryan Sim, Naomi Yap
Camera Operators: Bryan Sim, Iskandar Tajuden
VO Talent: Teh Yin Wen, Sharon de Silva