#BazirRamadan (Wasteful Ramadan): The Wasteful Raya Collection 2025

Agency

Star Reacher Advertising Sdn Bhd

Client

MYSaveFood

Product/Service

Pro Bono

Brief

Ramadan is a month of fasting, reflection and moderation. Ironically, food waste rises by 20% each year during Ramadan, with Ramadan bazaars being one of the major contributors. With Malaysians being desensitised to the long-standing problem year on year, what can we create to shock Malaysians out of their familiarity?
Enter MYSaveFood. Besides redistributing unsold food from Ramadan bazaars to the needy, MYSaveFood also weighs and collects data of the excess food based on categories, before compiling them into an annual report to raise awareness.
But these graphs and numbers have become a blind spot for many Malaysians. How else can we make it pop?

Solution

Inspired by the 62,699 kg of unsold food collected from Ramadan bazaars in 2025, we created the Wasteful Raya Collection.
The lookbook launched just in time for the festive shopping season, featuring two models wearing colourful Raya outfits that correspond to each of the eight food waste categories.
Each food waste category is colour-coded to reflect the colours of the items on our models. Such as dark blue for sweets and snacks, teal for beverages and so on. Larger items like tops and bottoms are used for categories that contribute to the most waste, and smaller accessories for the lesser categories.
Instead of regular boring data language, we also created headlines twisted from classic Malay idioms to show wastage from every food category in a witty, sarcastic way.

Credit

Leo Malaysia
CHIEF CREATIVE OFFICER: EMIR SHAFRI
EXECUTIVE CREATIVE DIRECTOR: ISKA HASHIM
ASSOCIATE CREATIVE DIRECTOR: MARLINA PADZIL
SENIOR BM COPYWRITER: FAHMEE KAMAL
BM COPYWRITER: HANIM FAIZ
COPYWRITER: JING JIE CHANG, ALIF NAZMI, MARLINA PADZIL & ISKA HASHIM
ART DIRECTOR: ZAINI ZAMBRI
DESIGNER: ALIS ALDINA
ASSOCIATE PROJECT MANAGER: SHARON NAVARAJA

SENIOR SOCIAL MEDIA EXECUTIVE: SHAHMY SUHAIMY
SENIOR SOCIAL MEDIA MANAGER: ALICIA PEREIRA

GENERAL MANAGER: ELYA EUSOFF
SENIOR ACCOUNT DIRECTOR: HUSEINA M
PR EXECUTIVE: WAN AIQHA

Production House: Prodigious Malaysia & Graph Studio Malaysia
Prodigious Malaysia
HEAD OF PRODUCTION: NISHA KHIRUDIN
JUNIOR POST PRODUCER: NURSYAHIDAH IBRAHIM
SENIOR MOTION EDITOR: KC LOH

MYSaveFood (Clients)
DIRECTOR MSF 2025: MOHAMMAD HARITH BIN MOHD TARIK
DEPUTY DIRECTOR: AINUL A’SYARA BINTI KAMAL