TBWA Kuala Lumpur
U Mobile
Mobile Service Provider
Telcos traditionally market themselves through the strengths of their cellular networks. With Malaysia’s 3 largest telcos - Maxis, Digi and Celcom - all claiming to be the fastest, widest and No. 1 Network, respectively, it was difficult for U Mobile to stand out from the rest, especially when it seemed like the odds were against them as the underdogs of the telco industry.
Today’s mobile-savvy generation, work, play and socialise through their screens. Yet, they’re branded as not having a life and hated upon. U Mobile saw this as a unique chance to champion their cause while positively amplifying their voices with the launch of our video anthem. Through it, we encouraged our target audience to ignore the haters, and embrace the unlimited life. Whether it was gaming, endless streaming, or being social media fanatics, our Made for Unlimited plans were always there for them, regardless of what others think.
Brand: U Mobile
Agency: TBWA KL
Media : Digital TBWA KL
Chief Executive Officer: Yee Hui Tsin
Chief Creative Officer: Gigi Lee
Creative Director: Fazlee Sabbaruddin
Content Director: Mo Nazmi Ahmad
Creative Group Head: Kenny Pang, Chan Wei Wei
Art Director: Kenny Pang
Copywriter: Chan Wei Wei, Alya Omar
Designer: Nicholas Siew, Hansel Lok
Senior Brand Director: Zachary Inri
Associate Brand Director: Mei Foong
Brand Manager: Eilene Eng
Brand Executive: Yuzana Win
Executive Producer: Nisha Khirudin
Production House: Graph Studios
Film Director: Derrik Yaw, Jawagar Samidurai, Mo Nazmi Ahmad
Executive Producer: Kenneth Lim
Sound and Music: Bo Cuurley
