TBWA Kuala Lumpur
Abbott Laboratories (M) Sdn Bhd
Formula Milk
Create a tactical campaign for Abbott to drive sales of their growing-up milk products, Similac Intelli-Pro and Similac Gain Plus Gold, by offering crayons as a gift-with-purchase.
Parents believed conventional learning methods were best, but research showed that play-based learning was more effective in developing children’s brains.
We created a contest where kids used our crayons to draw their own original movie characters. The most unique characters were brought to life in an animated movie, which premiered at an online event.
Our results:
600+ characters hand-drawn by kids were submitted
6,056 new Facebook followers
We helped parents realise the power of play, and made Similac Malaysia’s trusted brand in enhancing child cognition.
Chief Creative Officer: Gigi Lee
Creative Group Head: Elissa Azizi
Art Director: Sylvia Teoh
Designer: Anlyne Chen
Copywriter: Naomi Paige Hon
Chief Executive Officer: Yee Hui Tsin
Senior Brand Director: Iman Omar
Account Manager: Hidayah Razib
Strategy Director: Nazirah Ashari
Planner: Vhinasyah Raja Gopal
Print Producer: Farina Kee
BOLT KL
Executive Producer: Nisha Khirudin
Content Director: Mo Nazmi
Copywriter: Alyafarah Zainudin
Art Director: Michael Lim
