DOK—Swing, Slot & Sit!

School

Sunway University

Lecturer(s)

BIBI BADIL ZAMAN

Brand

DOK—Swing, Slot & Sit!

Rational

DOK explores how negative emotions can be used as marketing tools to influence consumer behaviour. Through the fictional brand DOK and its first product, the Llama Chair-ble—a modular furniture piece inspired by a llama—it experiments with emotional triggers in the Allamak Campaign, which dramatises everyday frustrations. The campaign uses humour and relatability to transform irritation into engagement while critiquing manipulative advertising tactics. The name “DOK,” derived from the Malay word duduk (to sit), reflects the brand’s playful tone, merging cultural nuance, emotional design, and marketing strategy into a cohesive commentary on how emotions drive desire.