Kisah Raya P.E.R.I.T

Agency

Fastman Studios

Client

Julie’s Manufacturing Sdn. Bhd.

Product/Service

Julie’s Love Letters

Brief

Over the last 2 years, Julie’s has managed to gain a good following for their Hari Raya films that often trigger a conversation and challenge stereotypes. For its third edition, the intent was the same – to use the occasion to spotlight a topic that’s uncomfortable, paving the way for positive change. But the question was, how do we do it in a way that’s provocative, yet meaningful at the same time for our Malay-Muslim audiences?

Solution

It started with a simple insight: Raya ads always feature the perfect nuclear family. But the reality is that families today look different. And with the rising number of divorce cases in Malaysia, it was only natural that we put a spotlight on single parents, who have the hardest time during family-focused occasions like Raya.

We also knew that our film had to stand out from the crowd. After all, Raya is Malaysia’s biggest event. With that in mind, we created a genre-bending film that follows a very different Raya celebration between mom and daughter. One that peels back the layers of single parenthood and the stigma that comes with it. All wrapped up as a love letter from daughter to mom.

We launched the film on social channels like YouTube, Facebook, Instagram and TikTok.