McCANN Erickson (M) Sdn Bhd
Celcom Axiata Berhad
Telecommunication Services
To be the first local brand to stand up for the millennial generation by recognising how hard it is to be the most judged and observed generation ever.To reestablish the brands direction and falling relevance due to an abundance in tactical communication, and to generate affinity.
Millennials are the most judged generation in history. Few brands, if any, highlight the positives of this generation. Their portrayal in any communication tended to be generalised with stereotypical lifestyle activities.We wanted to be the first local brand to stand up for the millennial generation by recognising how hard it is to be the most judged and observed generation ever with a short film. Coupled with an original song and an empowering message of support, indicating that they are all awesome when they are themselves, and to not doubt the paths that they are currently on.
McCann Erickson (Malaysia) Sdn. Bhd
Executive Creative Director : Ng Heok Seong
Creative Director : Adrian Ho
Art Director : Adrian Ho
Copywriters: Ayuni Safira, Adrian Ho
Group Account Director: Geraldine Yong
Senior Account Manager: Vinz Chong
Head of AV: Pauline Moreira
Producer: Mike Chong
Production House: Carrot Films
Film Director: Virginia Kennedy
Executive Producer: Jeffri Tik
Producer: Rozita Razali
Audio: Fuse Adventures In Audio
Post Production: VHQ KL
Client: Xpax Celcom Axiata Berhad
Head of Brand and Communications: Grace Chan
Marketing Manager: Ivan Cheng
