THE EVEREADY BOOK OF PLAY

Bronze Spike

Case Film

Presentation Board

TitleTHE EVEREADY BOOK OF PLAY
ClientENERGIZER MALAYSIA
Product/ServiceBATTERY AND TORCHLIGHTS
CategoryB04. Publications & Brand collateral
EntrantTBWA GROUP KUALA LUMPUR, MALAYSIA
Entrant Company TBWA GROUP KUALA LUMPUR, MALAYSIA
Advertising Agency TBWA GROUP KUALA LUMPUR, MALAYSIA
Production Company RESERVOIR WORLD Kuala Lumpur, MALAYSIA
Production Company 2 OUTPOST Petaling Jaya, MALAYSIA
Production Company 3 CANANG STUDIO Petaling Jaya, MALAYSIA

Brief Explanation

We sought to increase relevancy and sales by targeting Malaysian families in a positive light, and create a new reason for families to buy batteries.

The Brief

In today’s digital world, Eveready's batteries and torchlights are becoming obsolete. In the few occasions that one actually requires batteries, most consumers would simply buy the "that's good enough" option. Our audience? Malay families aged 20-40 years old with young children. In Malaysian families, children were becoming less connected due to the abundance of media and technology, and times for parent-and-child bonding were far and few between. While our budget constraints dictated a more personal approach, we decided to craft a personalised experience more in line with Eveready's focus on families.

How the final design was conceived

Parents' lifestyles rarely have time for their children, and less time to spend quality time together. In order to reach into Malaysian families homes, we crafted a Direct Mail piece that would bring families together and bond them with a bedtime story that they could experience time and time again. Tapping in to our Malaysian parents with their own nostalgia and childhood was most important, and so we were inspired by what young Malaysian parents grew up with: Wayang Kulit, the Malaysian traditional art of shadow play that tells stories that were once passed down from generation to generation. We were also inspired by a traditional Malaysian character, the Sang Kancil, a cunning mouse-deer that outsmarts those larger and tougher than him. By using Eveready torchlights to light up each page and bring the Sang Kancil to life with shadow play, we would grab the attention of parents, as they wish to tell the stories of their childhood favourite character to their own children. This first edition of the Eveready Book of Play: Sang Kancil Cari Cahaya (The Mouse-deer's Search for the Light) tells the new story of Sang Kancil journeying to a mysterious Palace of Light.

Indication of how successful the outcome was in the market

With 30,000 books produced, printed, and released in 1,000 major shopping chains across Malaysia, the Eveready Book of Play's first edition: Sang Kancil Cari Cahaya made waves with families throughout the nation. We had a pick up rate of 60% in one month, 20,450 Social Media Impressions and a future collaboration with the Malaysian Ministry of Education, to help Eveready light up even more children's imaginations across the country.

Credits

Name Company Position
Sa'ad Hussein Creative Juice Kuala Lumpur Chief Creative Officer
VJ Anand Creative Juice Kuala Lumpur Group Executive Creative Director
Lee Tak Shune Creative Juice Kuala Lumpur Creative Group Head
Lay Jian Yi Creative Juice Kuala Lumpur Associate Creative Director
Julian Yap Creative Juice Kuala Lumpur Senior Art Director
William Beale Creative Juice Kuala Lumpur Copywriter
Maton Shukor TBWA Group Malaysia Copywriter
Tay Shen Thuu Creative Juice Kuala Lumpur Designer
Sam Lai Creative Juice Kuala Lumpur Designer
Loh Mun Yee TBWA Group Malaysia Group Account Director
Ayuni Jamal TBWA Group Malaysia Account Manager
Lee Xin Yi TBWA Group Malaysia Account Executive
Randy Jay Pavaris Reservoir World Sdn Bhd Director
Chow Chun Son Reservoir World Sdn Bhd Producer
Nigel Pinto Reservoir World Sdn Bhd Producer
Randy Jay Pavaris OutPost Production (Malaysia) Editor
Jerry Lai OutPost Production (Malaysia) Animation
MK Wong OutPost Production (Malaysia) VFX / Online
Hendro Setyo Wibowo Visual Fidelity (Malaysia) Colour Grading
Munirah Razali Canang Studio Sdn Bhd Audio House