My Slang Bank

MERIT Best use of Cultural Insights in Digital Experiences
6.10BestUseOfCulturalInsightsInDigitalExperiences_1.jpg
6.10BestUseOfCulturalInsightsInDigitalExperiences_2.jpg
My Slang Bank.png

Agency

TBWA Kuala Lumpur

Client

FIXI Books

Product/Service

Education/ Entertainment

Brief

Language changes every day, especially street language, where words pop up and disappear quickly. Those that appear will be used constantly (where the actual meaning may be subjected to interpretation) and those that go away will be forgotten almost immediately. How can we collect, document, explain, and preserve these words in a way that would appeal to Malaysians?

Solution

For a multi-racial, multi-lingual country like Malaysia, slang words play an important role in unifying the people. But these slang words crop up far too fast for traditional dictionaries to keep up with. We wanted a place where Malaysians can learn what the words mean, and something that we can update constantly. We decided to present MySlangBank as a visual dictionary, using Instagram as a platform.

Each posting was designed differently, to suit the word featured. Inspiration would come from childhood memories, local folklore, and Malaysian elements. We not only wanted to explain the word, but we wanted it to be presented in a way that is truly Malaysian. When viewed as a grid, MySlangBank is an explosion of colour and chaos, much like the slang words used.

Credit

Chief Creative Officer: Gigi Lee
Creative Director: Fazlee Sabbaruddin

Copywriters:
Zhafirry Fenner
Zul Zakaria
Farah Rabiah
Zulika Shaharom
Fazlee Sabbaruddin
Marlina Padzil
Adora Roslan

Art Directors + Designers + Illustrators:
Sylvia Teoh
Faridz Husaini
Olivia Ariferiani
Nikki Yong
See Yan
Yeo Lee Kee
Boon Chuan Suah
Suki Chuah
Qiqi Chew
Shireen Ang
Hansel Lok
Nicholas Siew
Chang Chun Boon
Ezra Quek Xian Huat
Pui Yee
Suzanne Lim
Son Dao
Kenny Pang
Soon Lon Fung
Anlyne Chen
Joanna Mak


Managing Director: Yee Hui Tsin
Brand Manager: Denise Lee
Strategic Planner: Nazirah Ashaari
Executive Producer: Nisha Khirudin
Producer: Dzafira Dzulkifli
Editor: Post Fellas Sdn Bhd
Music: TWO AM Music Studios

Share