Title | UNSUAY |
Brand | PRUDENTIAL |
Product / Service | PRUCANCERX |
Category | B02. Promotional Item Design |
Entrant | BONSEY JADEN Kuala Lumpur, MALAYSIA |
Idea Creation | BONSEY JADEN Kuala Lumpur, MALAYSIA |
Media Placement | PHD MEDIA MALAYSIA, MALAYSIA |
PR | BONSEY JADEN Kuala Lumpur, MALAYSIA |
Production | DIRECTORS THINK TANK Petaling Jaya, MALAYSIA |
Production 2 | FUSE ASIA Petaling Jaya, MALAYSIA |
Production 3 | SPOT VFX Petaling Jaya, MALAYSIA |
Additional Company | EVOLVE 3D Petaling Jaya, MALAYSIA |
Additional Company 2 | FAB SPACE KL Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Adam Chan | Bonsey Jaden | Regional Executive Creative Director |
Abby Tai | Bonsey Jaden | Creative Group Head |
Jeremy Ng | Bonsey Jaden | Creative Group Head |
Audrey Lee | Bonsey Jaden | Copywriter |
Jeremy Ng | Bonsey Jaden | Copywriter |
Alicia Hew | Bonsey Jaden | Copywriter |
Francisco Yung | Bonsey Jaden | Copywriter |
Abby Tai | Bonsey Jaden | Art Director |
Ilisa Azhar | Bonsey Jaden | Designer |
Tsen Ying Ting | Bonsey Jaden | Designer |
Praburajan Selvarajan | Bonsey Jaden | Chief Technology Officer |
Joanne Ng | Bonsey Jaden | Senior Project Manager |
Taryn Mook | Bonsey Jaden | Director of Strategy & Planning |
Melantha Tan | Bonsey Jaden | Creative Strategist |
Elya Eusoff | Bonsey Jaden | Regional Head of PR |
Vivienne Liam | Bonsey Jaden | PR Manager |
Eugenie Lim | Bonsey Jaden | PR Executive |
Chin Han Yu | Bonsey Jaden | Regional Client Services Director |
Zoe Chua | Bonsey Jaden | Senior Account Manager |
Eugene Ng | Bonsey Jaden | Accounts Executive |
Riza Johari | Freelance | A/V Producer |
Naoto Mitake | Directors Think Tank | Film Director |
Julian Oh | Directors Think Tank | Director of Photography |
Pete Singh | Directors Think Tank | Executive Producer |
Pat Singh | Directors Think Tank | Executive Producer |
Gray Loi | Directors Think Tank | Producer |
Dave Singh | Directors Think Tank | Editor |
Daniel Posavac | Bonsey Jaden | Chief Executive Officer |
Nic Robertson | Bonsey Jaden | Managing Director |
We wanted millenials to see just how helpful superstition was in covering them in the event of cancer, i.e. not at all. So, we created a fictitious brand called ‘Unsuay’, that sells superstitions to our audience. (‘Unsuay’ translates to ‘anti-bad-luck’.) The brand offered three cancer-cancelling products; Touch Wood Wood, the Suay Slapper and the Choi Pin. These superstition-powered innovations made tangible our target audience’s instinctive reactions to negativity - so that they may realise for themselves that they have no power whatsoever against cancer. The truth is, superstition can’t cover you. After we flipped the script on them, we introduced PRUcancer X as the only thing that can cover them when they needed it most.
The whole design carried a tongue-in-cheek tone, to draw people in. The Touch Wood Wood took on the shape of the multi-functional mobile phone - so as to highlight the dearth of functionality in its own design. All it did was ward off bad luck with a touch. And even so, the irony was that it couldn’t even do that one single-minded function. The Choi Pin was a way to amplify the go-to superstitious soundbite. And the Suay Slapper was a dramatisation of the act of slapping one’s mouth when saying something taboo. Each finger carried a mini hand on its tip to multiply the negativity-negating ability. The Unsuay brand was marketed via: - 3x Youtube bumper ads - 2x 60 second films, shown on Youtube and Facebook. - Spotify audio ad & companion banner - 3x GIF ads - 3x Carousel ads - Social media posts
The design of the Touch Wood Wood, Choi Pin and Suay Slapper brought the unconventional parody approach of the campaign to life. Some Malaysians thought the campaign was a “creative way to sell insurance”. One even commented, “this is one of the best ads I’ve seen in Malaysia.” Our unconventional and risky approach in this campaign caught Malaysians’ attention. The Unsuay products received 80% positive sentiment on social media. We received numerous requests to buy the Unsuay products. The brilliant plot twists in the “making-of product” video clips captured the attention of Malaysians, peaking at 6.1 million views with a 70% completion rate. And when we revealed that Prudential was behind this campaign, we obtained an incredible 47% engagement rate with our social media ads. Our campaign has appeared in more than 10 publications within the first week of launch, securing approximately RM190,515 worth of earned PR value.