Leo Burnett Kuala Lumpur
Maxis
Maxis
2020 has been a bad year for device sales – a key revenue stream – for Malaysian telco Maxis. iPhone 11 sales dipped by 31% month-on-month in January. And by the time Malaysia went into its COVID-19 lockdown, device sales saw a whopping 66% drop in the first month alone! With the lockdown extended further, we needed to win big with the upcoming iPhone 12 launch. While our pre-order campaign generated a lot of interest, there were still those on the fence who didn’t really see how the iPhone 12 was made for them. It didn’t help that we would have to use the exact same global Apple marketing materials as our competition, who were also throwing various offers to grab our potential customers.
We did something unprecedented for a Malaysian telco: we lobbied Apple Worldwide successfully to let us showcase the iPhone 12 through a Malaysian lens. We unearthed a true story of Pak Ucu, one of the last Tok Dalangs (shadow puppet masters) of the Wayang Kulit craft. Given that this is a craft that has been passed from generation to generation for centuries, the craft ran the risk of dying with Pak Ucu, with no heir in sight. COVID-19 lockdown restrictions also made it almost impossible for Pak Ucu to showcase this proudly Malaysian artform.Fortunately, his grandson Adam Eyo took an interest in his craft, becoming one of the youngest Tok Dalangs in the region. Inspired by this story, we captured the real Pak Ucu and Adam as they fought to keep the tradition alive. All while showcasing iPhone 12’s features in all its glory, particularly its low-light capture settings, which shined in the Wayang Kulit’s naturally low light environment.The film was well received by the publi
Executive Creative Director: Emir Shafri
Senior Creative Director: Walter Teoh
Creative Group Heads: Eelyn Ng, Sze Mei Chan
Art Director: Sze Mei Chan, Walter Teoh
Writer: Eelyn Ng, Ruzen Chung, Izzul Iqram, Peisien Lee, Emir Shafri
Client Partner, OPTM: Munas Van Boonstra
Account Management: Jennifer Liew, Joyce Tee, Diane Lee, Peggi Lau
Executive Producer: Jennifer Hendroff
Producer: Josephine Chow
Social Media Manager: Rachel Zoe Biggs
Media Agency: Publicis Media Malaysia
Managing Director: Pi Yee Wong
Associate Planning Director: Heidi Lim
Media Planning Manager: Edina Lim
Senior Digital Manager: Sam Chew
Production House: Mojo Films
Director: Barney Chua
