| Title | #SELFIEINTHEDARK |
| Brand | THE BODY SHOP MALAYSIA |
| Product / Service | COSMETICS & BEAUTY |
| Category | E01. Social |
| Entrant | GREY GROUP KUALA LUMPUR, MALAYSIA |
| Entrant Company | GREY GROUP KUALA LUMPUR, MALAYSIA |
| Advertising Agency | GREY GROUP KUALA LUMPUR, MALAYSIA |
| Production Company | PIXELPOST Petaling Jaya, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| David Sin | Grey Group Kuala Lumpur | Executive Creative Director |
| Andrew Fong | Grey Group Kuala Lumpur | Creative Director |
| Ramanjit Singh Gulati | Grey Group Kuala Lumpur | Creative Director |
| Tio Tit Seng | Grey Group Kuala Lumpur | Art Director |
| Yap Yi Ling | Grey Group Kuala Lumpur | Art Director |
| Andrew Fong | Grey Group Kuala Lumpur | Art Director |
| Lubna Khan | Grey Group Kuala Lumpur | Planning Director |
| Sulaiman Abu Bakar | Grey Group Kuala Lumpur | Agency Producer |
| Suzy Chiang | Grey Group Kuala Lumpur | Agency Producer |
| Andrew Fong | Grey Group Kuala Lumpur | Account Management |
| Nadia Mcdonald | Grey Group Kuala Lumpur | Account Management |
| Ramanjit Singh Gulati | Grey Group Kuala Lumpur | Copywriter |
| Nadia Mcdonald | Grey Group Kuala Lumpur | Copywriter |
| Molly Fong | The Body Shop Malaysia | Chief Executive Officer |
| Pixel Post | Post Production |
As part of the Be More Than Beautiful campaign, which celebrates women of substance, The Body Shop Malaysia created #selfieinthedark for Earth Hour 2014.
The hashtag got people to turn off the lights and take their selfie with their mobile phone, then share it with friends online. In the dark, there was no need for filters or the perfect angle. They were encouraged to be themselves while helping to save the planet at the same time.
The selfie culture has taught us to be conscious of how we look. The Body Shop Malaysia wanted to make selfies more meaningful. Could it be possible to take a selfie and help save the planet at the same time?
Website URL | Additional URL | Additional URL