Iklan Raya A.I.dilfitri

Agency

Fastman Studios

Client

Julie’s Manufacturing Sdn Bhd.

Product/Service

Julie's Love Letters

Brief

Raya is a season of celebration, and also a watershed marketing period when many Malaysian brands release Raya films. Traditionally dominated by tearjerker soap opera-esque films, Julie’s has always taken a different approach — by flipping the script on gender stereotypes, using their signature irreverent humour. This year, we wanted to continue to do just that, but in fresh and surprising ways, particularly sparking conversations amongst Julie’s demographic-in-waiting — Gen Z. How? By speaking about a more modern issue they would resonate with: Artificial Intelligence.

Solution

Our 7-minute film depicts a Julie’s client and two marketing professionals trying to create a Raya commercial using a fictional A.I. chatbot: ADGPT. Featuring scenarios inspired by actual prompts to Easter eggs that mimic generative A.I. errors, we made a genre-bending, meta film that breaks as many walls as it does stereotypes, all set during the Raya festivities.

What followed was over hundreds of conversations about gender equality and A.I. in comment sections across our platforms. While many praise the video for its unconventional story and cultural relevance, what mattered most were the conversations it sparked — something we do not shy away from, as we hope to foster constructive discourse on these important issues.