Case Board
Creative Assets
TBWA KUALA LUMPUR
Delima Oil Products
Saji Cooking Oil
The challenge was to make SAJI stand out in a market where all cooking oils have similar claims. The goal was to build a deeper connection with consumers, based on values like community and dedication, rather than just price or convenience.
Insight:
Cooking oils are seen as interchangeable, leading to low brand loyalty. SAJI can differentiate by highlighting the dedication of the pekebun kecil and workers, building an emotional connection with consumers.
Idea:
We tell the story of SAJI oil’s journey from pekebun kecil to kitchens, showcasing the care behind each drop. SAJI symbolizes unity and effort, emphasizing that buying SAJI supports local farmers and fosters a lasting bond with the public.
Execution:
The campaign uses poetic language and emotional storytelling to highlight the pride and dedication of the pekebun kecil. Visuals show the journey from farm to kitchen, turning SAJI into a symbol of community and shared effort, where each purchase supports local livelihoods.
TBWA KL
Creative Chief Officer: Yee Wai Khuen
Deputy Executive Creative Director: Fazlee Sabbaruddin
Creative Director: Mo Nazmi Ahmad
Senior Art Director: Amirul Halim
Copywriter: Zulika Shaharom
Designers: Siti Khairunnisa Chan
AV Producer: Mujib Abdullah, Noelle Goh
Senior Brand Director: Jerry Lim Boon Kiat
Brand Manager: Lok Yong Kang
ANOTHER PLANET PRODUCTION
Executive Producer: Prinz Jones N. Joseph
Executive Producer / Producer: Fabian Joseph
Director: Anwar Johari Ho
Line Producer: Rajen Fakhruddin
Production Assistant: Rais Aqil
Director of Photography : Fabian Joseph
1st Assistant Camera / Drone Operator: Yugan Shanmugam
2nd Assistant Camera: John Gordon Fernandez
3rd Assistant Camera: Jennifer Tan
Art Director: Calvin Tee
Make-Up Artist: Ethan Chong Shi Ban
Production Runner: Mathan a/l Sukumar
Production Runner: Kanesh Balakrishnan
Equipment Van: Rodney Nathan
Offline Editor / Colourist / Online: Nasri Lian
Graphics: Aliff Iqmal
Audio House: Fuse Adventures in Audio
Producer: Annabel Michael
Audio Engineer: Calvin Ho
Voice Over: Azman Hassan
Camera, Lights and Grips: Project Room
