Title | MY SLANG BANK |
Brand | TBWA KUALA LUMPUR |
Product / Service | TBWA KUALA LUMPUR |
Category | A06. Overall Aesthetic Design |
Entrant | TBWA\KUALA LUMPUR, MALAYSIA |
Idea Creation | TBWA\KUALA LUMPUR, MALAYSIA |
Production | TBWA\KUALA LUMPUR, MALAYSIA |
Production 2 | TBWA\KUALA LUMPUR, MALAYSIA |
Name | Company | Position |
---|---|---|
Gigi Lee | TBWA\ Kuala Lumpur | Chief Creative Officer |
Fazlee Sabbaruddin | TBWA\ Kuala Lumpur | Creative Director |
Zhafirry Fenner Zakaria | TBWA\ Kuala Lumpur | Copywriter |
Mohd Zulkhairi Zakaria | TBWA\ Kuala Lumpur | Copywriter |
Farah Rabiah Ahmad Farid | TBWA\ Kuala Lumpur | Copywriter |
Zulika Shaharom | TBWA\ Kuala Lumpur | Junior Copywriter |
Sylvia Teoh | TBWA\ Kuala Lumpur | Art Director |
Boon Chuan Suah | TBWA\ Kuala Lumpur | Creative Group Head |
Lee Kee Yeo | TBWA\ Kuala Lumpur | Art Director |
Nikki Yong | TBWA\ Kuala Lumnpur | Junior Graphic Designer |
See Yan | TBWA\ Kuala Lumpur | Graphic Designer |
Suki Chuah | TBWA\ Kuala Lumpur | Art Director |
Qiqi Chew | TBWA\ Kuala Lumpur | Graphic Designer |
Shireen Ang | TBWA\ Kuala Lumpur | Creative Group Head |
Hansel Lok | TBWA\ Kuala Lumpur | Junior Graphic Designer |
Nicholas Siew | TBWA\ Kuala Lumpur | Junior Graphic Designer |
Kenny Pang | TBWA\ Kuala Lumpur | Creative Group Head |
Lon Fung Soon | TBWA\ Kuala Lumpur | Senior Art Director |
Anlyne Chen | TBWA\ Kuala Lumpur | Junior Graphic Designer |
Joanna Mak | TBWA\ Kuala Lumpur | Junior Art Director |
Mohamad Faridz Husaini | TBWA\ Kuala Lumpur | Senior Designer |
Olivia Ariferiani Sumitro | TBWA\ Kuala Lumpur | Art Director |
Chun Boon Chang | TBWA\ Kuala Lumpur | Art Director |
Ezra Quek | TBWA\ Kuala Lumpur | Junior Art Director |
Suzanne Lim | TBWA\ Kuala Lumpur | Junior Designer |
Pui Yee | TBWA\ Kuala Lumpur | Junior Designer |
Son Dao | TBWA\ Kuala Lumpur | Junior Designer |
Fatimah Nazirah Ash'ari | TBWA\ Kuala Lumpur | Strategy Director |
Hui Tsin Yee | TBWA\ Kuala Lumpur | Managing Director |
Denise Lee | TBWA\ Kuala Lumpur | Social Media Manager |
Nisha Khiruddin | TBWA\ Make | Executive Producer |
Dzafira Hanis Dzulkifli | TBWA\ Make | Intern |
In a multi-racial, multi-lingual country like Malaysia, when new slang words appear, it sometimes confuses many people, because these words can come from a number of languages, a combination of languages, or coined out of thin air. MySlangBank was created to be Malaysia’s first visual-based slang dictionary. It was different from traditional dictionaries as we wanted only slang words, and we didn’t want it to be boring, but visually stimulating instead. A one-stop Malaysian slang centre. A place to have conversations about local slang and the informal language, as well as a place to learn from. The target audience was Malaysia’s young (below 35) and young at heart. Those with an appreciation for slang words, and those who use them daily. We chose Instagram as it is a visually-led social platform, and is the one used most by our target audience.
We created a theme for each week, and chose slang words that best fit the theme. Themes were chosen based on what’s happening in the country – closer to election, the theme was POLITICIANS, during a festive season, the theme was EATING, and so on. When there weren’t anything significant, we themed weekly words based on Malaysian characters or idiosyncrasies, like HIJABIS, IRRITATING MOPED RIDERS, WORDS SPECIFIC TO CERTAIN REGIONS/STATES and so on. We wanted each post to entertain, from how it was designed and how each sentence was written. We wanted it to sound like a regular Malaysian. To bring each word to life, and for it to stand out against each other, we decided against a standard look. We worked with every designer and writer in the agency, and allowed them the freedom to use any style they wanted. Each post was designed differently, and written differently, to reflect the word it was trying to bring to life. The only rule was a three-panel post – the first to captivate and introduce the word, the second to define what it means, and the third is to show how it could be used. For its initial stage, we uploaded one word a day – so that we could populate the page quickly, and give our followers something to come back to daily. We encouraged our followers to contribute new slang words, or their own definition of the word, so that a healthy conversation could take place.