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S2E1: rawr | awarded D&AD wood pencil 2016
brief: Design a gender-neutral cosmetic brand.
idea: Beauty products are like drugs. Users feel empty without them. They’re told to “cover up” or “hide flaws”, as if confidence comes from a bottle. With 70% of people not able to leave home without make-up, this is a serious social issue. Rawr returns the ownership of confidence back to the person by highlighting strengths within. And it’s more than just branding.
We plan to build an entire company based on this philosophy, from tools that actually help people gain rawring success, the way we distribute our goods, our ads, to even how we measure success in our annual reports.
Visit the website at:https://www.dandad.org/awards/new-blood/2016/design-bridge/2970/rawr/
cast: Emir Shafri as mentor, Lai Wai Yeap as Art Director, Nicole Sue as Art Director, Cassie Ng as Art Director,
Choong Eu Jin as Copywriter.
S2E2: can i tag along? | audi
brief: Eid Al-Fitr (a.k.a. Hari Raya Aidilfitri) is one of the biggest festive celebrations in Malaysia. Audi Malaysia challenged us to celebrate the brand essence of 'Vorsprung Durch Technik' – Progress through Technology, with this very traditional festivity.
idea: Though the relationship between modern and tradition may seem like polar opposites, we've found a middle ground where deep-rooted traditions can too inspire progress in its own meaningful way. Salam Audi-Fitri.
story outline:
Can I Tag Along? explores the reason behind Adik's (younger brother in Malay) relentless pursuit to hop onto any opportunity to tag along with his Abang (older brother in Malay).
As the story unfolds, Abang is reminded by Adik of his younger self. How he too was once excited to drive his late father's Audi and aspired to be as successful; which brings our audience to the premise of our story–Tradition Inspires Progress.
cast: Phoecus Lee as Creative Director, Tio as Group Head, Daniel Chin as Art Director, Edwin Lee as Digital Art Director,
Xion Fei as Digital Art Director, Jap as BM Copywriter, Choong Eu Jin as Copywriter.
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