USELESS THINGS

TitleUSELESS THINGS
BrandMAXIS MOBILE SERVICES
Product / ServiceMAXISONE PLAN
CategoryA14. Commercial Public Services
EntrantLEO BURNETT Kuala Lumpur, MALAYSIA
Entrant Company LEO BURNETT Kuala Lumpur, MALAYSIA
Advertising Agency LEO BURNETT Kuala Lumpur, MALAYSIA
Media Agency MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Production Company THE SWEET SHOP Bangkok, THAILAND

Credits

Name Company Position
Eric Cruz Leo Burnett Malaysia Executive Creative Director
Ng He Xiang Leo Burnett Malaysia Senior Copywriter
Derrick Foo Leo Burnett Malaysia Copywriter
Heng Thang Wei Leo Burnett Malaysia Art Director
Kelvin Theseira Leo Burnett Malaysia Agency Producer
Robert Kay Leo Burnett Malaysia Managing Director
Jennifer Liew Leo Burnett Malaysia Associate Account Director

Brief Explanation

This film celebrates the afterlife of “useless things”—objects once deemed useful in everyday life, now made redundant and so yesterday—as they welcome their newest member, the Maxis phone bill. From a Walkman being used to stash away money to old TVs being used as rabbit cages and scarecrow heads, or foldable maps used to stop wobbling tables and a window propped up by a forgotten fax machine, the Maxis phone bill now joins them as it ends up finding a new life as a nasi lemak food wrapper (alongside old newspapers and junk mail typically used to wrap Malaysia’s favourite breakfast item), because people no longer need to bother with phone bills with the MaxisONE plan that offers unlimited talk and text at one worry-free flat rate every month.