TBWA Kuala Lumpur
U Mobile
Mobile Service Provider
Becoming top-of-mind during Ramadan and Hari Raya (Eid) is not an easy thing to do as every brand wants a piece of the pie. And at a time when Malaysian Muslims couldn’t travel home due to the Covid-19 lockdown, every other brand’s solution was to use elements of video calls to encourage Malaysians to reconnect virtually. So how could U Mobile break the clutter and tell a slightly different message?
Not all Malaysians are able to make video calls - the students in the city are not on unlimited data plans. And parents at home are not tech savvy enough to make complicated video calls. With this in mind, we went back to the basics - a simple phone call. With a limited budget and a ban on film shoots due to Covid, we brought pure, raw voice acting to life with a simple audio wave animation. The story was about a young girl from a small town, who due to the lockdown, couldn’t return home to be with her family for Eid. But her mom’s voice was all she needed to make her feel right at home. The audio waves helped tell the story, and bring even more emotions to the story.
Chief Executive Officer: Yee Hui Tsin
Chief Creative Officer: Gigi Lee
Creative Director: Fazlee Sabbaruddin
Content Director: Mo Nazmi Ahmad
Art Director: Fadhil Samah
Graphic Designer: Michael Lim
Copywriter: Mo Nazmi, Alyafarah
Executive Producer: Nisha Khirudin
Senior Brand Director: Zachary Inri
Film Director: Mo Nazmi / Michael Lim
Executive Producer: Nisha Khirudin
Production: Bolt / Postfellas
Sound and Music: 2am Studios
