Muma Malaysia
The Tapping Tapir
Beverage
As a newcomer in the world of hydration beverages targeting Gen Z, Bajo Active aspires to recognise and empathise with the distinctive challenges this generation faces. Referred to as the ‘strawberry generation,’ they are often unjustly labelled as weak and lacking resilience. However, the reality is that they navigate an exceptionally demanding societal landscape while confronting significant pressures along the way.
Inspired by the resilient Bajau sea nomads, Bajo Active embarked on a mission to awaken the spirit of determination within Gen Z. This fuelled the brand’s rallying cry of ‘Find your mojo. Find your bajo.’ For Bajo Active, using natural ingredients, such as real fruit juices, is more than just about staying hydrated. It’s about equipping a misunderstood group of go-getters to conquer life’s challenges with unbridled enthusiasm. The launch campaign is an ode to the brand’s artisanal approach with meticulously handcrafted details to showcase the burning passion Bajo Active shares with this generation.
Client: The Tapping Tapir
Co-founders: Ivan Lee, Victor Tee, Toh Tee Reei
Agency: Muma Malaysia
ECD: Choo Chee Wee, Ajay Bakhshi
Creative Director: Kevin Teh
Art Director: Kong Wai Yi, Loh Eng Sung, Choo Chee Wee
Copywriter: Ajay Bakhshi
Designers: Angel Lam, Chew Yuan Ji, Shannon Khor
Motion Graphic Designer: Hon Khai Yin
Business Head: Pang Li Li
Brand Executive: Khoo Jia Yann
Production: Cue Art
Artist: Aston Choong
Producer: Lim Kian Leong
Photography Studio: Wizard Photography
Photographer: Allen Dang, Mohd Faiz, Muhammad Syafiq
Producer: Uzma Atirah
Digital Imaging: Derrick Gan, Teoh Guat Imm, Pang Shang Wen
