The Campaign

Guardian used the ancient art of shadow puppetry, Wayang Kulit (A showcase of skin), in a fresh and modern way while preserving the beloved art form’s folk singing, dancing and acting. Skincare products were not only featured in the film, but played an integral role in the film’s storytelling, driving sales and a deeper appreciation for a cultural art form that was slowly waning among the young.

Creative Execution

The entire Eid Mubarak campaign for Guardian was for a duration of 1 month. Placement of video was purely on Guardian's Facebook page, with minimal boosting budget. Film was viewed a total of 7.1 million times across Malaysia and its neighbouring countries.

Describe the success of the promotion with both client and consumer including some quantifiable results

All in a story that garnered 7.1 millions views in less that a month, and generated 87.7 million in sales.

Explain why the method of promotion was most relevant to the product or service

This piece of work generated interaction from Guardian customers through sales. By buying the products in Guardian stores, every customer has played a part in making this platform happen. The work even generated interaction from other brands. It leveraged on an existing business problem, and turned it into a revenue-making platform.

The challenge was to build a strong connection with young Malay's while still selling products. We found the perfect solution in telling a traditional folklore with a twist - a familiar story lost with todays generation - which revolved around inner beauty, but also managed to tie in a promotion for cooking utensils, beauty products, and health supplements.