Happy Fresh_Cheapest In Town, For Your Grocery Run

BRONZE Visual Effects: Single
HappyFresh-Malaysia3.jpg

Agency

Directors Think Tank Sdn Bhd

Client

Happy Fresh

Product/Service

Online grocery platform

Brief

With the rising cost of living, HappyFresh wanted to give Malaysians reasons again to celebrate every trip to the grocery store. They launched a new offering called HappyFresh Supermarket that gave customers bargain prices, fresh produce, and mobile convenience to make the shopping experience a lot less grim.

Solution

To bring the message to life, they engaged Imaginary Friends and Directors Think Tank. Together, they produced a surreal spot with dancing disembodied legs that featured rising Malaysian rap artiste Hullera.

“24 hours in a day is practically nothing for many of us. And that informed the purpose behind this campaign – to illustrate how consumers can do their grocery shopping within minutes without any worries. On top of that, we were also intent on instilling the fun factor in the e-grocery experience as we want to flip the script on what a shopping experience should feel like,” said Darren Lee, Head of Marketing at HappyFresh Malaysia.

Credit

Client: HappyFresh Malaysia
Head of Marketing, Malaysia – Darren Lee
Creative Lead, Malaysia – Paul Leong
Regional Head of Brand & Creative: Finy Tjong
Regional Assistant Brand Manager – Okky Octavianus Daud
Regional Group Creative Lead – Yohanes Devan Rudinatha
Agency: Imaginary Friends
Creative Director – Adam Chan
Head of Art – Siok Yee
Art Director – Shu Jun
Production: Directors Think Tank, KL
Film Director – Sling Ng
Producer – Shu Ying
Executive Producer – Tek Nam
Line Producer – Yuji
DOP – Nicholas Chin
Art Department – Something Reel
Wardrobe – Precision Movement
Editor – Boyd See
Post house – Tank 3 Asia
Audio house – DTT Audio
Song Composition:
Composer & Performing Artiste – Hullera
Composer & Producer – DJ Zigg
Manager – Feqa
Dance Sequence:
Choreographer – Danny Lee
Dancer – Olivia Liew
Dancer – Ezra Tham
Dancer – Shasya
Dancer – Roxane Tey
Dancer – Usher Lee