Creative Assets
M&C Saatchi (M) Sdn Bhd
Bank Negara Malaysia
Banking
Chinese New Year brings about a pursuit for wealth and good fortune for the year ahead. Unfortunately, scammers often capitalise on this desire with a variety of scams. Thus, Bank Negara Malaysia wanted to warn Malaysians not to be tempted by deals that are too good to be true, as they embark on their pursuit of fortune.
A tiny stroke can make a world of difference in Chinese characters. We leverage this observation to create a series of posters, highlighting how greed and failure could be just a stroke apart.
Every poster in the series features two similar characters with different meanings, demonstrating the impact greed may have on one’s life.
Between each word pairing, there are layers that represent the endless scams trapping unwitting victims every day - which leads to the warning message on every poster to beware of phone scams.
In the spirit of Chinese New Year, the colours used are bright, auspicious colours like pink, orange and yellow. Risograph printing was used to further enhance the colours and contrast, resulting in eye-catching artwork with a unique tactile texture.
AGENCY
Managing Director: Nisha Devina Roy
Executive Creative Director: Hor Yew Pong
Creative Group Head: Teoh Xinxian
Senior Chinese Copywriter: Jackson Mah
Art Directors: Shom Fui Wun, Shireen Biswas
Planning Director: Kathleen de Cruz
Account Director: Arishah Eleika
Senior Account Executive: Shiraj Sarmada
CLIENT
Director Strategic Communication: Shasha Kartini
Deputy Director Strategic Communication: Chim Wai Shan
Strategic Communication Manager: Loo Pei Chia
Social Media & Internal Communication Manager: Ilyanna Aylin binti Ayob
