Luck-sa Mari, Ong Mari: Ong-ly You

Agency

Dentsu (Malaysia) Sdn Bhd

Client

Mamee Double-Decker (M) Sdn Bhd

Product/Service

Mamee Chef

Brief

Instant noodles are usually the last thing that comes to mind during Chinese New Year - a season of indulgence. So, how could Mamee Chef turn it into a symbol of prosperity?

Solution

We turned the spotlight to our Laksa Kari noodles, playing with its name that sounded synonymous with ‘luck’ and its rich red soup that radiated ong.

We then cooked up Luck-sa Mari, Ong Mari - ONG-ly for You, turning it into a symbol of good fortune made personal.

More than just a meal, it became a wish for prosperity - brought to life through a festive karaoke film that doubled as a way to express well wishes to another. The film was designed to be split into four, each themed around Health, Wealth, Career and Relationships.

We then teamed up with Chinese KOL collective DISSY, our chosen messengers of good luck, to personify each wish through catchy dance moves and meaningful lyrics. This made every blessing personal, shareable and entertaining - ONG-ly for you.