Cara U

Agency

MBCS

Client

U Mobile

Product/Service

Telecommunication

Brief

To penetrate East Malaysia, a region already dominated by other telcos. As the last to enter the market, U Mobile needed to connect not just through coverage or pricing but through culture.

Solution

We gave East Malaysians an anthem to call their own, “Cara U”, sung by East Malaysia’s own Stacy Anam. Instead of focusing on data plans or pricing, the lyrics celebrated East Malaysian pride and spirit, reflecting who they are, where they come from, and what unites them.

Credit

Executive Creative Director: Kevin Le
Creative Director: Eddy Nazarullah
Copywriter: Afiq Arshad, Khairul Raimi
Art Director: Liew Wei Bin, Maman Rosnan
Jr Art Director: Tay Yong Khang
Brand Director: Molly Ko
Brand Manager: Ashveen Subramaniam
AV Producer: Nadia See

Production House: HNDR Film
Film Director: Kurisu

Audio House: Pitch Audio+Magic