Innovators of Positivity

MERIT Illustration: Campaign
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TBWA Kuala Lumpur


Maison De Gigi




Maison De Gigi was a new to-go coffee brand inspired by positivity. We wanted to launch our new coffees and treats at a time when people were boba-crazy. Many boba spots were launching at the same time, so we needed a way to steal attention.


We called ourselves the Innovators of Positivity and created tools that made coffee sessions, even cooler. On Instagram, we crafted each tool using quirky line drawings and a unique colour palette that gave our brand a look like no other. Even though our tools weren’t really made, they inspired people to try our coffees and treats. By clicking on our posts, you could buy our vouchers on Shopee. We had defined Maison De Gigi as a brand that designed unique experiences for everyone.


Chief Creative Officer: Gigi Lee
Creative Director: Fazlee Sabbaruddin
Creative Group Head: Elissa Azizi
Art Director: Olivia Ariferiani
Copywriter: Elissa Azizi, Hunter Foong
Designer: Anlyne Chen
Producer: Nisha Khiruddin
Editor: Yuen Wai San
Business Unit Head: Judy Wong
Brand Manager: Siew Yau Wong
Managing Director: Hui Tsin Yee