Raya Reimagined

MERIT Best use of Cultural Insights in Digital Experiences
rayareimaginedcaseboard.jpg
rayareimaginedthumbnail.jpg

Agency

Dentsu (Malaysia) Sdn Bhd

Client

Axiata Group Berhad

Product/Service

Technology

Brief

Past Raya memories are a recollection of what we remember. However, some are never captured or visualised. Some slowly fade away. As a leading telco, Axiata connects past memories of what Hari Raya meant to the old. For today’s young generation.

Solution

Utilising Midjourney, we invited people to share their past Raya memories and use them as prompts. Turning memories of what they remember, into images. Reminding what’s precious to them - memories with their loved ones. And ensuring these memories live forever, in the digital realm.

Credit

Group Chief Creative Officer: Andrew Low
Associate Creative Directors: Hatim Azizan, Azraai Azmi
Art Director: Hatim Azizan
Copywriter: Azraai Azmi
Group Brand Director: Adia Suhaimi
Senior Producer: Wai Kin Ng
Other credits: Firdaus Kamaluddin

Client: Axiata Group Berhad
Head of Strategic Communications Marketing, Group Corporate Office: Fernie Jasmine
Specialist, Group Marketing: Nailul Ali

Partners: ADA Asia
Client Lead: Stephanie Lye