TBWA Kuala Lumpur
Abbott Laboratories (M) Sdn Bhd
Formula Milk
Abbott aims to nourish kids for impactful learning with their growing-up milk, Similac Gain Plus Gold. They needed a campaign that leveraged their partnership with Cambridge University Press, to show how they champion children’s learning and development.
Doodling and storytelling come naturally to kids, and encouraging their creativity is important for their development at a young age. However, many kids struggle to get their creative genius noticed.
Together with Cambridge University Press, we gave kids an outlet to express themselves through stories. We created Big Stories by Lil Malaysians - a book of unique stories written and illustrated by kids. Parents scanned a QR code to download our template for kids to doodle and write on. Then, parents submitted pictures of the completed template to Abbott via Facebook.
Kids got a chance to show off their creativity and intelligence, giving them the encouragement to keep up their impactful learning habits.
Chief Creative Officer: Gigi Lee
Associate Creative Director: Elissa Azizi
Deputy Executive Creative Director: Fazlee Sabaruddin
Creative Group Head: Nor Marlina
Art Director: Anlyne Chen, Ava Swee
Designer: Summer Mah
Copywriter: Naomi Paige Hon, Alya Omar
Chief Executive Officer: Yee Hui Tsin
Senior Brand Director: Iman Omar
Brand Manager: Nicole Loh
Strategy Director: Nazirah Ashari
Planner: Vhinasyah Raja Gopal, Nurul Izzaty, Nur Aqilah Khairul Anuar
Executive Producer: Nisha Khirudin
Senior AV Producer: Boon Hsin Lee
Print Producer: Farina Kee
