Hand Sign(age)

Agency

The Clan Malaysia

Client

Netflix Malaysia

Product/Service

Wednesday Season 2

Brief

CHALLENGE:Advertising in Malaysia is heavily regulated, with established authorities leaning towards the safe and conservative side. But what if your product is all about being anti-establishment and an outcast, with some pretty dark things to say? That’s exactly what Netflix’s “Wednesday” is all about. How can we deliver this (un)healthy dose of attitude without being limited by regulatory restrictions?

Solution

IDEA:We got that freedom by taking it to the streets, and doing it “live.” Introducing Hand Sign(age), the first-ever outdoor advertising powered by good old-fashioned human puppeteering. Featuring Thing, the show’s breakout co-star in larger-than-life glory. Thing is known for speaking his mind via hand signs, so we did the same. On a road trip around the country, Thing had a lot to say about the people, places, and situations he encountered. And every amusingly dark remark or gesture—- delivered spontaneously, in real time—- delighted crowds and pointed prospective audiences to the show he was promoting.

Credit

Creative Agency: The Clan

Creative Chief & Co-Founder: Casey Loh

Executive Creative Director: Yow Kuan Wai

Head of Copy: Teh Sue May

Art Director: Ting Nick Jee

Copywriters: Teh Sue May, Yow Kuan Wai

Designers: Athmar Helmi, Umar Jindan

Agency Producer: Phoenix Tham

General Manager: Sandra Heung

Account Manager: Vernon Fidelis

Senior Account Executive: Alie Tan

Business Chief & Co-Founder: Syed Nasir

Production Company: Mojo Services

Project Manager & Designer: Joe Tan

Armature Designer & Maker: Yang Kong Siang

Main Sculptor & Painter: Ng Peng Shin

Asst. Sculptor: Ong An Hui

Asst. Painter: Ong Wei Hong

Asst. Armature Technician & Metal: Muhd Khairul Azuwan

Puppeteers: Chia Wan Ru, Hugo Yap