Leo Burnett Kuala Lumpur
Mondel?z International
Chipsmore
Chipsmore. In Malaysia, it’s the brand most synonymous with chocolate chip cookies. And since 2020, its purpose has been to interrupt serious moments in the lives of Gen Z with over-the-top fun.
So, in 2022, as conversations around the Malaysian housing bubble continued to build and cash-strapped Gen Z Malaysians continued to fume, we asked ourselves: could this be an opportunity for not just tongue-in-cheek social commentary AND ALSO a fun digital engagement like never before?
We partnered with the brand most synonymous with properties. No, not Sime Darby… MONOPOLY. And we launched METAPOLY. A reimagining of the 28 property squares around the iconic boardgame as over-the-top virtual properties. Each one made available as NFTs. All of them a chance for Gen Z to finally own their ultimate dream homes. At least, in the Metaverse.
The conversation was amplified with social influencers and Cookie Guy, the Chipsmore mascot, roleplaying as property agents. And all comms directed audiences to roll dice and collect points in order to win their very own Metapoly property.
Agency: Leo Burnett Malaysia
Creative Chief Officer : Emir Shafri
Executive Creative Director: Iska Hashim
Creative Group Head: David HK Tan
Senior Copywriter: Vickknesh Raj
Copywriter: Reyna Gopal, Jing Jie Chang
Designers: Sue Phing, Stephanie Chiew Li, Diyana Yusof
Managing Director: Firzan Mulafer
Group Account Director: Wasim Akram
Account Manager: Meon Lee
Account Executive: Ilyana Nisa Azizi
Production Studio: FlyStudio & CueArt
Client: Mondelez International
Brand Manager: Yvonne Lam
Marketing Manager: Mona Shamili, Boon Siew
Head of Marketing: Arpan Sur
