Our Work
CONSULTANCY, IDEATION & CONCEPTUALISATION
Campaign Design
ABCD Marathon - INNISFREE Brightening Pore Line Launch
Brief: Introduce the new Brightening Pore Line alongside the key copy: All Blemish Care Daily
Challenge: COVID-19 cases have started increasing and the government has implemented the Movement Control Order.
Our Approach: For what was originally planned to be a large-scale media event, we went back to the drawing board to devise a way for us to get the products to our media friends in a fun, memorable, and safe way. We waited until June 2020 when case numbers were lower and movement was less restricted to get the team together to assemble media kids. In order to achieve the impact we were going for, we decided to pack one hundred. The whole product line was packed in with race-day items: socks, bandanas, a personalised jersey, and even snacks for fuel!
When it came time for delivery, we all dressed up as pacers - kitted out in a white top with bright orange track bottoms, an orange sweatband, an orange 4-ply disposable mask - and showed up with our delivery and an “ABCD Marathon” flag.
Breaking Barriers - Cancer Screenings with Columbia Asia Hospital - Bukit Rimau
Brief: Meaningfully launch the new oncology centre at Columbia Asia Hospital - Bukit Rimau
Challenge: Malaysians don’t like to think or talk about cancer.
Our Approach: We came up with the Breaking Barriers initiative for the hospital to champion. The initiative was a 3-step programme to provide holistic cancer care – from preventing cancer to navigating cancer to providing support and resources to those living with the disease. We launched the initiative with the ClockOut2CheckUp campaign during which Columbia Asia Hospital - Bukit Rimau demonstrated their commitment to the cause. To circumvent the usual excuses of “I don’t have time” and “I don’t have money”, the hospital offered all its employees a paid day off to go for a free cancer screening. All the employees had to do was opt in.
CONTENT CREATION
Media and Product Kit Messaging
Fisher-Price Always On Seeding
Brief: Keep Fisher-Price toys top of mind for new and expecting parents
Challenge: Fisher-Price has many product lines each with their own set of key messages
Our Approach: We focus on the Fisher-Price Play Lab, the brand’s research and development facility, to emphasise their commitment to working with real families to create developmentally appropriate toys that kids will love. Through this, we establish Fisher-Price as an industry leader, ensuring the key message is that any product they make is a good choice when shopping for any child ages 0-5 years old.
Video Production
CREATIVE VIDEOS
Honouring Women in Film with Barbie
Brief: Create a video, with kids as the main audience, to honour women in film in line with the Career Doll of the Year 2024
Challenge: Writing a script that echoes Barbie’s call for more women in film while still true to our talent’s voice and personal film philosophy, working with an inexperienced kid talent
Our Approach: We studied old interviews of our talent; award-winning Malaysian film director, Tan Chui Mui; to learn how she approaches each of her projects. We developed a script that allowed Mui to speak on her experience of the practical elements of being a director as well as share what makes the practice feel meaningful to her. We created a shoot plan that allowed us to focus on Mui’s interview first so our kid talent, Ella, would have the time to warm up and get familiar with the team and the set.
WEBISODES
Fisher-Price: “Don’t Play Play” Expert Series
Brief: Create a short-form educational video series about the importance of play
Challenge: The advice out there for new parents is vast and never-ending; fitting the content of each video into the 1-minute time limit
Our Approach: We chose an expert in the field; Dr. Chin Wai Seong, Consultant Paediatrician; as our expert on all things play. Each video was focused on a single question about toys and play that new parents may have. The videos are written to equip parents with new information, highlight the value of play, and encourage parents along their journey. We called the series “Don’t Play Play” as a tongue-in-cheek reference to the Malaysian localism that means “take this seriously” as well as a way for us to keep the door open for future installments of the series with Dr. Chin or another expert.
VODCAST (Video Podcasts)
INNISFREE Beauty Talk
Brief: Educate people about the trending ingredients: vitamin C and retinol
Challenge: Both vitamin C and retinol are skincare ingredients that people worry about using
Our Approach: We engaged TikTok content creators Reina Lum (@reinalum), known for creating educational content, and Nadia (@constipatedvegetable), known for creating comedic videos, to come together and have a casual and honest conversation about their experiences with these ingredients. We met with the creators beforehand to educate them about the properties of the ingredients and to share our vision for the general shape of the conversation. And then, we let them run the show the way that felt most natural to them and captured a conversation that makes both ingredients more approachable and less intimidating.
Booklet
Barbie Coffee Table Book
Brief: Lead the creation of a digital coffee table book to highlight accomplished women in Malaysia and Indonesia
Challenge: Working in two markets and with another creative team means there are more elements outside of our control that could affect the final outcome.
Our Approach: We created a template for both markets to use which included a set of questions for the selected role models to answer. We compared the careers of our selected role models with that of the Indonesian team to make sure there was no crossover (of women with the same career) for wider representation across the board.
Livestream
Mattel the Gift of Joy and Play (2021)
Brief: Produce two livestreams to highlight certain toys and playsets during the end-of-year holiday campaign: The Gift of Play and Joy
Challenge: The toys to be featured on the stream are from across all Mattel brands which means they will target an array of different ages and interests
Our Approach: Fortunately for us, we’ve been trusted to work on many of Mattel’s incredible brands over the years. We planned to have a “guest appearance” for each of the six toy categories over the course of the two livestreams. We chose guests based on their personal relationships with the brands to ensure that their enthusiasm for the products was genuine. We were careful to ensure that the key message of each of the featured brands was included in our host’s scripted portion of the show so that our guests could just focus on the fun!
MEDIA & INFLUENCERS RELATIONS
Media Event
PRODUCT LAUNCHES
INNISFREE Introduces PDRN Skinbooster Ampoule
Brief: Introduce the new PDRN Skinbooster Ampoule
Challenge: Despite its “trending” status in the skinfluencer circles, PDRN and its benefits are still relatively unknown to the public
Our Approach: We designed a media event around the main skincare benefit of the PDRN Skinbooster Ampoule: resetting the skin. As it also coincided with the beginning of the year, the event was conceptualised as an “INNI-retreat” during which guests would have the opportunity to get in touch with themselves and their skin. The sessions and activities were all chosen to reflect the theme of setting intentions and resetting to get into better habits.
BOUTIQUE EVENTS
Polly Pocket Adventures in Rio Special Screening
Brief: Design an event to highlight the new online-only special: Polly Pocket: Adventures in Rio and its accompanying toys
Challenge: The special was only to be released online and at the time of the event, there were only a few playsets based on the special available for purchase
Our Approach: We planned for a special screening at the TGV Junior Hall in 1 Utama. We utilised the playroom area and transformed it into a temporary airport. Inspired by Polly Pocket’s spirit of adventure and her trip to Rio, we invited our guests to do the same! Each activity was another step along the way for getting them ready for their “flight” (the movie screening). The journey began with a passport station, travel bag customisation, boarding pass collection, and even duty-free shopping! We kicked off the screening with an in-flight announcement and used the “flight time” to turn the space outside the exit door into “immigration” complete with officers to stamp passports and a goodie bag to welcome them to “Rio” and signal the end of the event.
EXPERIENTIAL MARKETING
Competitions
Scrabble Tournament for Beginners
Brief: Introduce the game of Scrabble to young Malaysians
Challenge: Malaysia already has an active Scrabble scene, we did not have experience running a Scrabble Tournament (which has a different set of rules than what comes in the box)
Our Approach: We reached out to the Malaysia Scrabble Association (MSA) and worked with them, as well as independent Scrabble coaches, to design a Scrabble tournament focused on young beginners (aged 10-12 years old). We did our recruitment through schools, which has allowed us to build on our relationships with teachers over our many years running the tournament. Not only has the tournament become a way to introduce kids and their parents to the game, but also to equip our players with the confidence and skills to continue in their Scrabble journeys far beyond our tournament.
Impact: Alexis, a finalist in 2021 now plays Scrabble as a representative for Malaysia and was named the Best Female Player of World Youth Championship 2024 in Sri Lanka.
My Big World: Show & Tell Competition
Brief: A co-branded initiative between Thomas & Friends and Barbie to inspire confidence in kids aged 4-6 years old
Challenge: Each brand has its own key message and distinct voice, 4-6 years old is so young
Our Approach: We devised a show and tell competition with two “tracks” – one for each brand. Participants could choose between sharing a story about an adventure and sharing about their aspirations for when they are older. The judging criteria was set to assess the confidence and presentation quality of the presenters so the criteria could be used across both categories – rewarding presenters who demonstrated a clear vision, polished execution, and carried themselves well. We invited guest judges with storytelling and public speaking experience to assess performances and offer encouragement to participants throughout the competition.