MY SLANG BANK

TitleMY SLANG BANK
BrandTBWA KUALA LUMPUR
Product / ServiceTBWA KUALA LUMPUR
CategoryA06. Overall Aesthetic Design
EntrantTBWA\KUALA LUMPUR, MALAYSIA
Idea Creation TBWA\KUALA LUMPUR, MALAYSIA
Production TBWA\KUALA LUMPUR, MALAYSIA
Production 2 TBWA\KUALA LUMPUR, MALAYSIA

Credits

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

Describe the creative idea

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.

Describe the execution

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.

Links
Social Media URL