Project Exit

Agency

NAGA DDB SDN BHD

Client

Astro Malaysia

Product/Service

Astro Originals

Brief

Astro Originals was launching a new drama about troubled youth battling mental health issues in a juvenile school. The brief was to reach and resonate with a younger segment. But with so much fighting for their attention, how can we connect with young Malaysians?

Solution

Instead of just promoting content, we championed a cause by using the storytelling of the series to become a voice for the people. We built a hope-sharing AI that personally replied to Malaysians on social media when they needed it most - showing them that no matter what situation they find themselves in, there is always a jalan keluar. We then spread positivity with strategic digital out of home placements, podcasts and special on ground screenings. Project;Exit became more than a series. It became a social beacon of hope for Malaysians everywhere.

Credit

NagaDDB Tribal
Chief Creative Officer: Alvin Teoh
Executive Creative Director: Nik Radzi
Creative Director: Erman Basiron
Creative Group Head: Amirul Aswad, Akmal Khairie
Art Director: Akmal Khaire
Copywriter: Shaiha Sazali, Anis Suraya
Designer: Raevyn Saw, Tira Fauzi
Creative: Yusuff Ismadi, Iskandar Tajuden
Business Unit Head: Gavin Teoh
Account Director: Jannah Adnan
Project Director: Shelly Ahmad

Kingdom Digital
Senior Account Manager: Grace
Digital Designer: Jerry, Syafiqah

Reprise
Sr Brand Director: Victoria Kovalan
Sr Account Manager: Nazima Salwa
Sr Account Executive: Adriana Shamsul

Mindshare
Sook Fun, Chingwen