Cantik, Cara Kita

MERIT BM Copywriting: Campaign
CantikCaraKita_Thumbnail.jpg
CantikCaraKitaBoard_BM.jpg

Agency

TBWA Kuala Lumpur

Client

Lazada

Product/Service

eCommerce

Brief

Lazada wanted to showcase the variety of beauty products for LazBeauty, their new in-app category aimed at young Malay women. With an already high number of popular beauty e-commerce platforms, how can LazBeauty create more buzz for its launch?

Solution

“Cantik, Cara Kita” (Beauty, Your Way), a campaign to encourage young women to celebrate their own individual beauty. 

AMPLIFYING BEAUTY POSITIVITY, POETICALLY IN WEB FILM & ON TIKTOK
Working with Nabila Razali, celebrity and face of Lazada Malaysia, we created a web film that pushed the message of beauty positivity. Leveraging off the Classic Poetry Rizz trend popular amongst local Gen Z, our web film used poetic idioms to represent products available on LazBeauty, and called for Malaysian women to subvert traditional beauty standards

Nabila’s narration from the web film was turned into an audio filter, where TikTokers creatively used it as a soundtrack for beauty tips, makeup tutorials and lipsyncs.

BM SCRIPT:
Cantik tu tak semestinya…

Muka bujur sirih.

Bibir merah delima.

Mata bulat bersinar.

Rambut ikal mayang.

Cantik tu…

lebih daripada apa yang kita fikir.

Cantik cara tu ke, cara ni ke.

Tampil cantik, ca

Credit

Chief Creative Officer: Gigi Lee

Executive Creative Director: Fazlee Sabbaruddin

Creative Group Head: Nor Marlina

Art Director: Joanna Mak, Fadhil Samah

Designer: Summer Mah, Siti Khairunnisa Chan

Copywriter: Tiara Lim, Puteri Dayana

Chief Executive Officer: Yee Hui Tsin

Senior Brand Director: Iman Omar

Associate Brand Director: Nicklaus Lam

Executive Producer: Nisha Khirudin

Senior AV Producer: Boon Hsin Lee

Print Producer: Farina Kee

Strategy Director: Nazirah Ashari

Brand Strategist: Vhinasyhah Gopal

Insights Specialist: Nur Aqilah

Production House: Directors Think Tank

Director - Sling Ng

Producer - Tan Shu Ying

Art Director - Kok Ming

Post - Tank 3 Asia

Music - Tank Music