One Cent Thief 2
BRONZE Best use of live advertising eventsCase Film
Case Board
Agency
NAGA DDB SDN BHD
Client
Astro Malaysia
Product/Service
Astro Originals
Brief
To promote the second season of One Cent Thief in an impactful way, at a time where local conversations were getting overshadowed by international content.
Solution
Just like One Cent Thief, we stole attention too. We created Operasi Kebangkitan Karma, a series of on-ground and digital hijacks that blurred fiction and reality, leveraging on sensationalised elements from the show - political scandals, a thirst for justice, and public shaming.
The campaign kicked off on New Year’s Eve with a live “hack” of Malaysia’s biggest countdown, followed by a full-scale takeover of Bukit Bintang’s digital screens. Thousands watched in shock as a political scandal unfolded live, culminating in a cinematic SWAT chase and a daring escape, transforming the crowd into participants of the drama.
Credit
Chief Creative Officer: Alvin Teoh
Executive Creative Director: Nik Radzi
Creative Director: Erman Basiron
Creative Group Head: Akmal Khairie
Art Director: Akmal Khairie
Copywriter: Anis Suraya, Christian Kitt Mun
Designer: Tira Fauzi
Business Unit Head: Gavin Teoh
Account Director: Shukri Salleh
Account Executive: Diana Damin
Project Director: Shelly Ahmad
Production House: Fourth Frame Studios
Producer: Punithavalli A/P Goilasamy
Director: Mohamed Hilmi Hanifa
Assistant Director: Shane Nunis
DOP: Chan Hai Liang (Astro Studio)
Stunt Director : James Chung
Movement Director: Boojae Fadzil
Production Assistants: Iskandar, Muzzammil Miselan, Khairul
Art Department: Maliq Hussein (Seni Lab Studio)
Production Manager : TKSea (Easy Note Studio)
