Title | RAIL STORIES - SWEETER STREET |
Brand | PROJECT B |
Product / Service | CAFE |
Category | C03. Illustration |
Entrant | LEO BURNETT Kuala Lumpur, MALAYSIA |
Entrant Company | LEO BURNETT Kuala Lumpur, MALAYSIA |
Advertising Agency | LEO BURNETT Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Iska Hashim | Leo Burnett Malaysia | Creative Director |
Heng Yik See | Leo Burnett Malaysia | Art Director |
Soon Lon Fung | Leo Burnett Malaysia | Art Director |
Vivi Chandiana | Leo Burnett Malaysia | Designer |
Kathrin Honesta | Leo Burnett Malaysia | Designer |
Kong Kar Yee | Leo Burnett Malaysia | Designer |
Jodie Hew | Leo Burnett Malaysia | Designer |
Chanella Audy | Leo Burnett Malaysia | Designer |
Charlene Ong | Leo Burnett Malaysia | Designer |
Charlene Ong | Leo Burnett Malaysia | Writer |
Daniel Heng | Leo Burnett Malaysia | Writer |
Pia Dhaliwal | Leo Burnett Malaysia | Writer |
Ong Kay Jen | Leo Burnett Malaysia | Writer |
Nicole Chin | Leo Burnett Malaysia | Writer |
The client did not want to focus on the charitable nature of the café but rather focus and bring attention to the rich heritage and culture of the neglected neighbourhood where the café was located, Sentul. They wanted people to see Sentul in a new light, and hopefully venture to the neighbourhood to discover more, and sample some tasty food at the same time.
Project B is a social enterprise café located in the neglected historic neighbourhood of Sentul. The café provides training and employment opportunities for urban youth from poor families. All proceeds from the café also go to education programs for the urban youth run by charity that own the café, Dignity for Children Foundation.
The café has just launched and the campaign has already created some traction attracting the intended target audience, as well as media coverage. It’s also slowly bringing back pride to the people of Sentul.
We collaborated with writers, artists and designers to uncover real stories of the neighbourhood, its people, history and culture. We then created art pieces around these interesting stories and facts of Sentul. We told Real Stories through Real Art.
The café has just launched and the campaign has already created some traction attracting the intended target audience, as well as media coverage. It’s also slowly bringing back pride to the people of Sentul.