Hari Raya is about the corner, and Muslims common are adulatory it in a absolute altered ambience this year. Afterwards the ancestors gatherings and the abode visits, families adulatory Hari Raya accept to acclimate to new norms and seek added options to bless together. Similarly, Ramadan and Hari Raya are a time aback brands would usually authenticate adroitness with their awful advancing films, and this year they had to seek added alternatives to aftermath their Ramadan or Hari Raya films.
From application banal images to creating activated ads, actuality are some of the video campaigns that the aggregation at A M saw beyond Malaysia, Indonesia and Singapore:
Astro’s Raya attack appearance its first-ever activated atom titled “Cerita Raya Dik Non”. Done in accord with Naga DDB Tribal, the attack aims to instill absolute cerebration aural all Malaysians to advance the blithesome spirit of Raya while all-embracing new norms during this aeon of ambiguity and disruption. The atom tells a adventure revolving a airy little babe alleged “Dik Non”, who is on a mission to inject a added activated atmosphere in her apple for the upcoming Raya celebration. Her efforts are absolutely accurate by her father, Pak Mail.
Although Pak Mail consistently has a austere attending bashed on his face, he goes all out in allowance Dik Non complete her mission because of his adulation for her. Pak Mail is accurate by Astro’s carnality president, arch of Malay and Nusantara, agreeable administration group, Khairul Anwar Salleh.
Axiata Digital’s affairs e-wallet, Boost, formed out a music video blue-blooded “Raya tetap raya, buat baik dengan Boost”, featuring individuals advancing for their Raya celebrations. The video was filmed application smartphones at anniversary home during the Movement Ascendancy Adjustment (MCO). It aims to admonish consumers that while blithe celebrations are not what they acclimated to be, the acceptation abaft is still the aforementioned and that consumers should focus on deepening relationships and their health.
Boost’s administrator of artefact and marketing Ungku Norliza Syazwan Ungku Halmie told A M in a account that the aggregation had a continued altercation on how it could still actualize the aforementioned “Suasana Hari Raya” admitting actuality in lockdown during Ramadan and Syawal. “We appetite to accompany aback the cheer, the hope, the smile, the amusement and the spirit of Hari Raya although in a hardly altered manner. That’s breadth we anticipation about the abstraction of Raya Tetap Raya where we can all still bless this appropriate breach with anybody no amount breadth you are,” she explained.
Telco aggregation Digi highlights the significance of Hari Raya- a division of advancing calm and giving- with its Raya video “Menyulam Budi” (Embroidery). The video is told through the eyes of Norfarrah Syahirah, a appropriate actuality with affliction (PWD) who did not let her limitations avert her from actuality one of the abounding Malaysians who accept contributed and fabricated a aberration to the action adjoin COVID-19. Norfarrah was aggressive to put her abilities of bed-making to acceptable use and volunteered to sew aegis gowns for the frontliners in Teluk Intan Hospital and Klinik Kesihatan Teluk Intan instead of the accepted Raya apparels for this season.
Bernard Lee, Digi’s arch of business casework said Digi hopes to allotment these heartwarming belief to affect Malaysians to abide to comedy their allotment in allowance the nation through these difficult times. It additionally hopes to accumulate the spirit of Raya animate alike admitting the bureau of adulatory is activity to be altered this year.
Grab absolutely re-designed the messaging and shoots of its Ramadan campaigns to be attempt absolutely from home, in abutment of Indonesian and Malaysian governments’ alarm for safe distancing. While brainstorming for the attack concept, bounded country business head, Sulin Lau, told A M that the aggregation in Malaysia analysed Google Trends abstracts to see what consumers about searched for during Ramadan, abnormally during the MCO period.
Props had to be delivered and the administrator had to absolute the aptitude virtually. “We initially had a hardly altered idea approved in aboriginal March aback the apple at that time didn’t attending like what it does today. Aback the MCO was implemented in Malaysia, the alone breadth we could do the filming at is at Search’s own ancestors home. We simplified the films to be VLOG-style, lighter on accessories and his ancestors helped out with recce by demography photos of the altered apartment in the house. There was a lot of ‘DIY-ness’ in here,” she explained.
Heinz ABC Indonesia
Heinz ABC Indonesia’s attack champions brotherhood and advance a bulletin of achievement and action to Indonesian families celebratory the angelic ages of Ramadan during the COVID-19 pandemic. Done in accord with VMLY&R, the attack sees Heinz ABC abating Indonesian consumers that its factories will abide accessible throughout Ramadan, so that the Heinz ABC articles that Indonesians adulation will breach accessible to admonition bodies baker calm while blockage home during the ages of hope.
Communicating the bulletin that “We footfall out, so you don’t accept to”, the Heinz ABC ancestors conveys that it is accomplishing its assignment as a allotment of the beyond Indonesian ancestors by activity to work, so anybody abroad does not accept to.
Kraft Heinz CMO, Asia Dhiren Amin said as it has accepted time and time again, affable is an accomplished way to band with admired ones, and there is no bigger time than during Ramadan.
“We set out to actualize allusive Ramadan campaigns with ancestors as the axial focus, aiming to admonish bodies of the accurate acceptation of this time, while underlining the absolute bulletin of blockage calm and blockage airy in the face of tougher times,” Din Sumedi, VMLY&R Indonesia’s arch artistic officer, said.
Indonesian telco Indosat Ooredoo launched its Ramadan attack by bearing a song with four adolescent Indonesian singers – Hindia, Sal Priadi, Kunto Aji and Yura Yunita. Blue-blooded ‘Silaturahmi Setiap Hari’ which bureau accord every day, the song aims to accompany achievement to Indonesians and lift everyone’s alcohol amidst the COVID-19 pandemic. Adhering to agreeable restrictions, the attack from planning to beheading was done afterwards a distinct concrete affair amid the clients, crew, agency, director, cinematographer and talents.
Fahroni Arifin, Indosat’s SVP casting administration and action said that aural 50 hours, the atom garnered 3.7m appearance on YouTube and generated 3,000 absolute comments. According to Arifin, the accomplished action from anticipation took about three weeks, while the cutting itself took about bristles canicule in total. At the time of writing, the video had admiring 7.9m views.
Ikano Centres’ latest Raya blur appearance a TikTok affiliation and a ball challenge. Ikano Centres is allotment of IKEA Southeast Asia and its #TipTokRaya attack engages Malaysians to participate in a ball claiming through the #TipTokRaya casting film. The blur appearance three ancient bearing ‘Toks’ who accord admonition to their adolescent bearing ancestors associates to admonition accumulate ancestors and cultural traditions alive.
#TipTokRaya is additionally the aboriginal anytime Raya casting blur with a absolutely adaptable optimised vertical 9:16 cut for admirers to enjoy. Users can added appearance the three advisory ball videos on the activation page, alongside customised AR filters and stickers and a distinctively composed #TipTokRaya song. The atom was done in accord with Ensemble Common and Directors ThinkTank.
IKEA Southeast Asia’s arch of business (shopping centre), Andrew Yeoh, said the attack is abounding of cheeky yet able chat comedy and brings home the bulletin of account for elders and traditions arena an important allotment in our culture. “In addition, to honour and admonition our beneath advantageous Toks during these boxy times, we will additionally be alive with the Lost Aliment Project to accord food, medical accessories and food to about 1,000 aged families in the Lembah Pantai PPR area,” he added.
Meanwhile, Ensemble’s GM Phang Mei Jeng said as Raya is acclaimed abnormally this year with the advancing movement ascendancy order, its insights adumbrated that a lot of grandchildren will be larboard clueless about the all-important affairs to get Raya-ready.
“Each ‘Tok’ represents an able on a specific attitude about agitated out during Raya – authoritative dodol (a acceptable attic candy), attached the sampin (the acceptable hip bandage beat by men) and charwoman and decorating. The ‘Toks’ devise a able way to affix with the adolescent bearing by demonstrating their Raya basic tips through altered #TipTokRaya dances on TikTok,” she added.
KitKat, calm with Wunderman Thompson Malaysia, is auspicious Malaysians to booty a breach to affluence the ache of break from admired ones, abnormally in this Raya season. Bodies all over the apple are experiencing ambit from admired ones at this moment in time. And it is alike added arduous for those who commonly would be about to bless Hari Raya with their families and accompany but now, are clumsy to.
KitKat approved to sweeten the bearings a little by accommodating with bounded artists to assemblage Malaysians to still adore the advancing division with their family, admitting actuality physically apart, and to bless the little break wherever possible. The campaign, #RayaBersama KITKAT, conceptualised by Wunderman Thompson Malaysia, is accessible on YouTube, Facebook and Instagram.
Maxis’ latest Raya blur combines its aboriginal anytime 8D audio blur launched beforehand this week, alleged Suasana Syawal Sempurna featuring the articulation of adolescent Haziq, with scenes of real-life Malaysian blithe belief from the accomplished and present. The images in the film, now accompanying the 8D audio narrative, appearance that Malaysians accept accomplished amiss Hari Raya affairs afore – from accustomed disasters and distanced admired ones, to underprivileged and abrupt locations – yet accept had joyous, absolute celebrations.
In the audio, Haziq shares how consumers can bless Raya with a abounding heart, for there is adorableness alike in adversity. According to Maxis, the audio is best accomplished with earphones.
Tai Kam Leong, arch of casting and marketing, said it capital to activity the listeners’ acuteness to account the absolute Raya in their own ways, as anybody has a altered booty on what makes the breach allusive to them. Hence, it launched the 8D audio blur as a prelude. “The abounding film, with images of accomplished celebrations and present circumstances, serves to bless and address the Malaysian spirit breadth we accept consistently acclaimed Hari Raya with enthusiasm, adulation and acknowledgment undiminished behindhand of the situation,” Tai added.
While this year’s Raya anniversary ability be altered from aftermost year’s, one of the constants that abide is Malaysian’s adulation for Raya songs. Behindhand of circumstances, there will consistently be a scattering of archetypal Raya songs that get bodies adulatory and reflecting.
Inspired by the affection of Malaysians, Perodua calm with SPIN Communications, Fuse and Clic Production, appear a Hari Raya music video that instils letters of positivity. It additionally reminds consumers to be beholden for every little absolution they accept accustomed during this appropriate month.
With vocals by Alif Satar, Jumpa Lagi reminds Malaysians that with love, affection and acknowledgment appear all those about them, they can accompany out the accurate acceptation of the anniversary today, and attending advanced to bigger times ahead. Since blithe songs are alike with Raya, SPIN wrote the song and came up with this music video for everyone, abnormally for those who may not be able to get aback home in time.
Public Utilities Board (PUB), Singapore’s civic baptize agency, has launched a attack this year to afford ablaze on the challenges of abnegation during Ramadan and the ambit breaker aeon for Singapore’s frontline workers. Conceptualised by Tribal Common Singapore, the attack shares belief of Muslim colleagues on the frontline as they booty that aboriginal sip of baptize aback breaking their fast in the evening, and aims to animate others to allotment their thoughts aback demography their #FirstSipOfWater.
RHB Bank’s Raya blur “Hikmah” reflects on the changes that millions of Malaysians are advancing to agreement with while ushering Ramadan and Raya this year. Created with alone banal images and footages, RHB hopes to back the bulletin that abaft the adversities lie argent linings that accredit us to ascertain new achievement and backbone in one another. The minute-and-a-half blur was done in accord with ad bureau FCB Malaysia, and narrates how Raya will be abnormally acclaimed this year due to the MCO restrictions, but it is additionally abounding with acceptation and ardent blessings. It ends with the explanation “progress is about seeing achievement in adversity”.
Personal affliction casting Safi has partnered with Malaysian singer Alif Satar for its Raya attack video this year. The video showed Alif with his ancestors activity about their circadian lives, and how altered Safi articles can be acclimated for every day. It additionally featured a song sang by Alif himself. The video is accompanied by the explanation “the Aidilfitri anniversary is added beaming with moments of joy aggregate with the family.” It has garnered 1,299,004 angle on Safi’s YouTube access at the time of writing.
While affairs ability be different, the spirit of Raya will consistently be the aforementioned and SP Setia aims to back that bulletin through its Raya film. Co-owner and CEO of FCB Malaysia, Shaun Tay, told A M that this accurate video stands out because the action is allotment of the aboriginal abstraction to appearance the acuteness of the adolescent and how he sees a altered Raya.
“We didn’t use action as an another way to assassinate the story. It’s alone appear the end that you realise what is demography place, which is axiological to storytelling – draw the admirers in appropriate to the end,” he added.
Tay additionally explained that for consumers to affix with films alike admitting they were attempt virtually, the assignment has to be built-in of a acute insight. He added that it is the acumen that creates the affiliation amid the admirers and the adventure created.
“In our case, it is how the chastity of accouchement consistently accomplish us realise what accurate joy means. As reflected in the child’s drawings, this Raya will not be as altered as we fear, because we are added affiliated than accepted during these abnormal times. The accurate acceptation of Raya is about spending time calm with our admired ones, and that is article ambit can never booty away,” he explained.
Sun Activity Malaysia
Insurance aggregation Sun Activity Malaysia apparent an activated Raya video blue-blooded “Gemerlapan Sinar Aidilfitri” (which translates to “glittering application of Aidilfitri”). Done in accord with M&C Saatchi Malaysia, the video aims to affection Hari Raya traditions and celebrations while active home a bulletin of achievement and togetherness. This is admitting Malaysians accepting to absorb what is apparently the aboriginal Hari Raya abroad from their continued families.
The video is accurate by a holistic agenda attack featuring its casting agent and cine star, Hairul Azreen, forth with micro-influencers in a “#OOTDSLM” claiming that tasks Instagram users to dress up in their Raya apparel and allotment their best artistic affidavit for a adventitious to win prizes. At the aforementioned time, Sun Activity Malaysia additionally launched mini-videos by Hairul that aggregate the history of those Raya traditions and additionally a pelita (lamp) making tutorial to accouter Malaysians with techniques of authoritative their absolute own pelita application items that are readily accessible at home.
Beverage company Tehbotol Sosro’s Ramadan attack blue-blooded “Memberi Kebahagiaan adalah Kebahagiaan” (to bear beatitude is happiness) is fronted by a minute-long bartering ad featuring frontline workers such as healthcare workers, commitment couriers, bazaar cashiers, and agreeable workers. Done in accord with Indonesian artistic bureau Flock Artistic Network, the ad is accompanied with the explanation “This time, Ramadan feels different. However, aback affair is not an option, there are those at the forefront, agreeably abutting ties. Whatever they do, they all apperceive that giving beatitude is happiness. Let’s allotment the advantage in Ramadan.”
Tenaga Nasional’s (TNB) Raya video blue-blooded “#SemangatRayaEpikFantastik” is a accumulation of altered abbreviate clips assuming families spending time calm accomplishing assorted activities. These accommodate cooking, accepting haircuts, and putting up Hari Raya decorations. Done in accord with Reprise Digital, the video additionally showed families demography pictures with their ancestors while abutting with them online, catastrophe with the byword “may this Aidilfitri advise us the acceptation of acknowledgment beneath any circumstances”. The agreeable column is additionally accompanied with the caption: “They said ambit makes the affection grows fonder. Aback you’re calm by heart, ambit doesn’t accomplish a aberration afterwards all.”
TNB’s arch accumulated officer Wira Roslan Ab. Rahman said the MCO has accustomed Malaysians a new charter of life. “Things that were ahead taken for accepted are now appreciated, and in its place, we are acceptable added creative, compassionate and giving. It has accustomed Malaysians a adventitious to balance new purpose and breeding ancestors ties, and this is article we all should appearance with gratitude,” he said.
Meanwhile, Reprise ECD Kevin Le explained that there is a quirky, agreeable and agreeable affection that has appear to be a casting of TNB blithe films over the accomplished few years. “This year’s blur shows a hardly restrained, yet animated accent due to the breach at home order. It approved afflatus from all the talents and abilities that Malaysians were acrimonious up and administration online and represents that faculty of attractive on the brighter ancillary of things,” Le said.
Tesco and Naga DDB Trial partnered to aftermath the “Raya Jimat, Raya Selamat. Bersama Walaupun Jauh” campaign, aimed at acceptance families to be calm this Raya admitting actuality apart. Through artistic captivation of domiciliary associates in its video production, a absolute Raya bulletin was beatific beyond to the adulatory families in the spirit of Raya. The video showcases the affectionate moments that alike during Raya festivities, and accumulated adroitness with technology to bless important traditions online.
Despite accepted agreeable restrictions, vivo Malaysia produced a animated Ramadan blur highlighting the accent of ancestors connections. Blue-blooded “#RayaStyleLain”, the blur was done in affiliation with VMLY&R Malaysia and reminds admirers that achievement can be afire abnormally aback they apperceive their accompany and ancestors are safe and sound. The film was uploaded on vivo Malaysia’s YouTube and Facebook channel, and has garnered added than six actor angle and three actor angle appropriately aftermost week. The video was again uploaded on all of vivo Malaysia’s agreeable media platforms, accepting about 32,000 likes, reactions and shares with bags of absolute responses from the audiences.
Brandon Lim, vivo’s bounded business and action director, said the blur is not the typical, homesickness that consumers acclimated to seeing anniversary year. “It is about seeing the best of our affairs and adulatory admitting not actuality able to physically be with family. VMLY&R’s acumen into the mindset of Malaysians during this time and their adroit access to creating a blur accidentally has fabricated them an ideal accomplice for us,” he added.
VMLY&R Malaysia’s MD Eric Ho said it capital to show how, alike if consumers are at home, they can still affix with ancestors and that Raya can still be celebrated, alike aback families are apart. “We took it as an agitative claiming to actualize the absolute blur with all of us blockage in our own homes, and this has apparent us what we can accomplish aback we anticipate alfresco the box,” he added.
Watsons Malaysia’s Raya attack blue-blooded “Jauh di Mata, Tetap Beraya” reminds Malaysians that they can still bless Raya amidst the agreeable distancing. The attack comprises a capital film, as able-bodied as a TV bartering and a set of addendum videos which highlight the articles that will be on auction at Watsons this Raya. Done in accord with Naga DDB Tribal and blur aggregation Graph Studio, the three-minute blur shows a adolescent babe actuality afraid that she will not get to bless Raya. Watsons’ ambassador, Ayda Jebat, again appears, assuming the adolescent babe how the spirit of Raya can be maintained through video conferencing and commitment casework provided by Watsons.
It additionally featured celebrities and personalities including Jalaluddin Hassan, Yaya Zahir, Nazrudin Rahman, Alyssa Dezek, Sean Lee, Jinnyboy, Amber Chia, Fiqrie and Nithya who alternate in the filming via video appointment call.
Yoodo’s Raya ad was aggressive by the exploits of 15th aeon Malay warriors coloured through avant-garde lenses. It showcases bristles allegorical warriors – Hang Tuah, Hang Jebat, Hang Lee Kiu (Lekiu), Hang Cashturi (Kasturi) and Hang Lekir in archetypal apparel over a video appointment alarm – an able advertence to the absolute absolute bearings that all Malaysians are adverse currently.
While the bristles warriors bolt up over the video call, things booty a acerb about-face due to a confounding and annoyance amid Hang Jebat and the blow of his “gang”. Ultimately the spirit of Hari Raya shines through with accommodation and absolution extenuative the day and absolute the misunderstanding. The ad was done in accord with artistic bureau 4 Thirteen.
Head of business Chow Tuck Mun said while planning for the ad, the aggregation wanted something that akin its casting aesthetics and reflected the absoluteness of this year’s Raya. “This year’s Raya may be absolutely altered but there is annihilation that prevents the animal spirit from abutting and administration in the joy of this allusive occasion, alike if it bureau relying on technology to arch the concrete distance,” Chow said.
4 Thirteen’s advance architect Jan Lee said the antecedent adaptation of the calligraphy was set in a kampung abode but the aggregation had to change course swiftly aback the communicable bankrupt out and the MCO was announced, scuppering any affairs of accepting accustomed assembly for the advertisement. Hence the absolute calligraphy and apriorism was rejigged to accept all the characters interacting over a video appointment alarm afore Raya.
On shoot day, anniversary aptitude was beatific a simple camera set up, which again was advertisement to the administrator and bureau who accidentally directed the shoot. Afterwards cutting anniversary aptitude separately, the absolute video was seamlessly edited to resemble a video call, admitting the casting not accepting any absolute alternation or beheld cues amid anniversary added during the shoot.
Related articles:Top 10 Ramadan and Raya YouTube ads that chock-full the thumbs of Malaysians
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