Led this project for Hari Raya (the biggest local festive celebration) in Malaysia. Tasked with selling a pressure cooker, we reached out to the younger Malaysian generation that’s losing touch with the #1 Hari Raya tradition – cooking. To stress on the importance of preserving tradition, we acquired the help of Mak Cik (aunty) and Pak Cik (uncle) to do what they do best – nag.
And thus, a tongue-in-cheek “public service announcement” Marketingcampaign was born – #StandForTradition.
We then asked viewers to share how they can #StandForTradition for a chance to win the Philips Pressure Cooker, reigniting the spirit of what Raya is all about.
Picked up by:
The Drum / Campaign Brief Asia / Branding in Asia / Marketing Interactive