REAL ART, REAL STORIES

TitleREAL ART, REAL STORIES
ClientPROJECT B
Product / ServiceCAFE
CategoryB01. Posters
EntrantLEO BURNETT Kuala Lumpur, MALAYSIA
Entrant Company LEO BURNETT Kuala Lumpur, MALAYSIA
Advertising Agency LEO BURNETT Kuala Lumpur, MALAYSIA

Brief Explanation

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. The 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.

The Brief

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.

Results

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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