#NandosExtraHuat

MERIT Best use of Cultural Insights in Design
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Agency

TBWA Kuala Lumpur

Client

Nando's Malaysia

Product/Service

Casual Dining Restaurant

Brief

It’s really the same thing every, single, year. Our relatives ask us “When are you getting married?, we hear the same mind-numbing songs, and of course… we overeat, regret and repeat. Could Nando’s help millennials turn these tiring situations around?

Solution

We created Chinese New Year memes that put a cheeky spin on these relatable scenarios (read: struggles). Inspired by traditional Chinese paintings, these featured stylized symbolic characters in brush-like strokes of auspicious colours, set against oriental patterns.

We then shared the joy on Social Media and in real life. As Ang Pao vouchers to loyal fans, so they can share a meal with friends. As Social Posts, where people often emphasize with one another through memes. As a contest, where they could share their own struggles in a way that’s fun. And stickers to spread the ‘joy’ on Insta-stories or their favourite New Year photos.

The Result? Over 9.39 million impressions, 5,179,032 reach, 297,937 engagements, and a CTR surpassing Nando’s campaign benchmark, at 1.44%.

A simple way to bring more smiles, and extra huat to the new year.

Credit

Chief Creative Officer: Gigi Lee
Associate Creative Director: Hex Ng
Creative Group Head: Shireen Ang, Ho Siew Voon
Senior Copywriter: Hex Ng, Kharlal Nisha
Copywriter: Carmen Cheong
Art Director, Designer, Illustrator, Animator: Olivia Ariferiani
Designer, Illustrator, Animator:  Hansel Lok, Nicholas Siew
Designer: Anlyne Chen
Senior AV Producer: Fabian Lum
Business Unit Head: Judy Wong
Senior Brand Manager: Molly Ko
Account Executive: Esther Yow
Chief Operating Officer: Yee Hui Tsin

Producer: Azree Wahab
Motion Graphics : Hiew Kwong Hui
Audio House: GT Records
Producer: Anand Shashidharan
Sound Engineer: Brian Wong

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