My Slang Bank

MERIT English Copywriting: Campaign
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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

We wanted a place that Malaysians can learn from, and that we can update constantly. We decided to present MySlangBank as a visual dictionary, using Instagram as a platform. It allowed us to present something that was aesthetically pleasing, and also informative as well.

While MySlangBank is first and foremost a visual dictionary, it is important that the words are defined clearly, and the sample sentences are easy to understand. We believed that a Malaysian slang dictionary should sound like a regular Malaysian, so it was written the way we speak: with plenty of informal words, and with some humour. We tried to use personal memories, or anecdotes that many Malaysians can relate to. To make it even more Malaysian, we used the occasional English word as well, so that the Manglish-ness is apparent.

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

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