DIALOG

TitleDIALOG
BrandAgency Promotion
Product / ServicePRO BONO BOOK
CategoryG07. Copywriting
EntrantM&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA
Idea Creation M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA
Production M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Marzuki Maani M&C Saatchi (M) Sdn Bhd Executive Creative Director
Ajay Bakhshi M&C Saatchi (M) Sdn Bhd Executive Creative Director
Nur Fadhilah Mohammed Noor M&C Saatchi (M) Sdn Bhd Account Manager
Johan Putra M&C Saatchi (M) Sdn Bhd Art Director
Christopher Wong M&C Saatchi (M) Sdn Bhd Head of Design
Tan Kim Wah M&C Saatchi (M) Sdn Bhd Art Director
Lee Choon Min M&C Saatchi (M) Sdn Bhd Group Head
Abdul Hafidz M&C Saatchi (M) Sdn Bhd Visualiser
Fiona Goh M&C Saatchi (M) Sdn Bhd Senior Art Director
Jann Lim M&C Saatchi (M) Sdn Bhd Senior Art Director
Aizan Muhamad M&C Saatchi (M) Sdn Bhd Senior 3D Designer
Ellie See M&C Saatchi (M) Sdn Bhd Head of Design
Lau Siew Ting M&C Saatchi (M) Sdn Bhd Head of FA
Stephannie Gan M&C Saatchi (M) Sdn Bhd DTP Designer
Toh Tee Yii M&C Saatchi (M) Sdn Bhd Print producer
Evelynn Tan M&C Saatchi (M) Sdn Bhd Executive Producer
Anastasia Audrey, Tela Lynto, Nikholas Alviyanto, Joanna Mak, Anlyne Chen, Claire Tan, Ralve Khor, Tan Yee Mun, Catherine Liew, Samantha Yap, Denice Loi, Zi Xian, Lim Mei Yee & Teh Pui Hun The One Academy Illustrator

The Campaign

We decided to create a book based on the living wisdom of the late Tunku Abdul Rahman, Malaysia’s first Prime Minister and beloved Father of Independence. Instead of creating the content ourselves, we wanted the book to be a result of the combined efforts and talents of Malaysians. This would not only make the book a 100% Malaysian product, but also one created and owned by Malaysians from all walks of life. We approached members of Tunku Abdul Rahman’s family, friends, Malaysian politicians, celebrities, students, artists and ordinary Malaysians to help bring the book to life. Contributions would come in the form: i) Personal stories on how Tunku Abdul Rahman positively influenced lives ii) Book design elements, ranging from photography, illustrations to other artistic contributions Target: Malaysians everywhere, young and old

Creative Execution

When it came to design, we took the approach of staying true to Malaysia’s cultural diversity. The idea was to let the book be as eclectic, colourful and expressive as Malaysia’s different peoples. Every element from typography, illustrations, overall themes and shapes draws from multicultural and historical influences unique to Malaysia. The result is a visual melting pot that gives readers an intimate and inspiring glimpse of Malaysia’s unity.

Indication of how successful the outcome was in the market

A successful launch and supporting media coverage resulted in 1,100 copies of the book selling out within months. More importantly, it demonstrated how Malaysians from all walks of life could so easily come together for their country. With such encouraging response, M&C Saatchi Kuala Lumpur has decided to relaunch the book with updated content. Naturally, the planned launch will coincide with Malaysia’s 61st anniversary of independence.