Directors Think Tank Sdn Bhd
Happy Fresh
Online grocery platform
With the rising cost of living, HappyFresh wanted to give Malaysians reasons again to celebrate every trip to the grocery store. They launched a new offering called HappyFresh Supermarket that gave customers bargain prices, fresh produce, and mobile convenience to make the shopping experience a lot less grim.
To bring the message to life, they engaged Imaginary Friends and Directors Think Tank. Together, they produced a surreal spot with dancing disembodied legs that featured rising Malaysian rap artiste Hullera.
“24 hours in a day is practically nothing for many of us. And that informed the purpose behind this campaign – to illustrate how consumers can do their grocery shopping within minutes without any worries. On top of that, we were also intent on instilling the fun factor in the e-grocery experience as we want to flip the script on what a shopping experience should feel like,” said Darren Lee, Head of Marketing at HappyFresh Malaysia.
Client: HappyFresh Malaysia
Head of Marketing, Malaysia – Darren Lee
Creative Lead, Malaysia – Paul Leong
Regional Head of Brand & Creative: Finy Tjong
Regional Assistant Brand Manager – Okky Octavianus Daud
Regional Group Creative Lead – Yohanes Devan Rudinatha
Agency: Imaginary Friends
Creative Director – Adam Chan
Head of Art – Siok Yee
Art Director – Shu Jun
Production: Directors Think Tank, KL
Film Director – Sling Ng
Producer – Shu Ying
Executive Producer – Tek Nam
Line Producer – Yuji
DOP – Nicholas Chin
Art Department – Something Reel
Wardrobe – Precision Movement
Editor – Boyd See
Post house – Tank 3 Asia
Audio house – DTT Audio
Song Composition:
Composer & Performing Artiste – Hullera
Composer & Producer – DJ Zigg
Manager – Feqa
Dance Sequence:
Choreographer – Danny Lee
Dancer – Olivia Liew
Dancer – Ezra Tham
Dancer – Shasya
Dancer – Roxane Tey
Dancer – Usher Lee
