MAXIS IKLAN RAYA 2019_DERIA TAKBIR

TitleMAXIS IKLAN RAYA 2019_DERIA TAKBIR
BrandMAXIS COMMUNICATIONS
Product / ServiceCOMMUNICATIONS SERVICE PROVIDER
CategoryA02. Applied Innovation
EntrantDIRECTORS THINK TANK Petaling Jaya, MALAYSIA
Idea Creation LEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA
Production DIRECTORS THINK TANK Petaling Jaya, MALAYSIA

Credits

Name Company Position
Kam Leong Tai Maxis Communication Head of Brands & Partnerships
Pamela Chia Maxis Communication Head of Marketing Communications
Nick Yap Maxis Communication Marcomm Specialist
Krystal Tan Maxis Communication Content Marketing Specialist
Abraham Varughese Leo Burnett / Arc Worldwide Digital CCO
Iska Hashim Leo Burnett / Arc Worldwide Digital Executive Creative Director
Walter Teoh Leo Burnett / Arc Worldwide Digital Creative Director
Kimberly Yap Leo Burnett / Arc Worldwide Digital Creative Group Head
Vinz Low Leo Burnett / Arc Worldwide Digital Account Director
Idzwan Johar Leo Burnett / Arc Worldwide Digital Copywriter
Sze Mei Chan Leo Burnett / Arc Worldwide Digital Senior Art Director
Nelson Tse Leo Burnett / Arc Worldwide Digital Art Director
Rajay Singh Directors Think Tank Sdn. Bhd Executive producer
Pat Singh Directors Think Tank Sdn. Bhd Executive Producer
Maurice Noone Directors Think Tank Sdn. Bhd Film director
Tek Nam Heng Directors Think Tank Sdn. Bhd 1st AD
De Shen Heng Directors Think Tank Sdn. Bhd Producer
Anu Moothedath Directors Think Tank Sdn. Bhd Director Of Photography
Ministry XR App Development - Ministry XR App Development App software developers
Ivan Gerard Khoo Ministry XR App Development UX Director
Andrew Yew Ministry XR App Development CTO
Fay Lee Ministry XR App Development Client Relationship Manager
Faisal Athar Ministry XR App Development Project Manager
Asyran Amin Ministry XR App Development Lead Engineer
Nadia Marzuki Ministry XR App Development Engineer
Nu Farain Ministry XR App Development UI/UX support
Aiman Haris Ministry XR App Development UI/UX support
Zaid Suki Ministry XR App Development Cymatics visual support
Cymatics Visualization - Ministry XR App Development App software developers
Ram Nabil Chia Cymatics visualisation Engineer
Mahen Bala Cymatics Visualisation DOP
Anand Shashinadaran Cymatics Visualisation Producer
Shaktyvel Neelamekan Cymatics Visualisation Audio Engineer
Daryll Diengdoh Cymatics Visualisation Audio Engineer

Why is this work relevant for Innovation?

The Takbir is an important part of Raya celebrations for Muslims around the world. Unfortunately, the deaf can feel left out when participating in the prayers. Inspired by these challenges, Maxis has created a mobile app in conjunction with Raya this year, enabling the deaf to experience the Takbir through visuals and vibrations for the first time.

Background

To create the app, Maxis worked with the Malaysian Federation of the Deaf (MFD) to better understand the challenges that the deaf community experienced, as well as consulted Islamic Affairs Officer and Imam of Masjid Ara Damansara, Uztaz Mohammad Khairul Bin Mohd Lias.

Describe the idea

Utilizing pre-existing accessibility features already present on iPhone, such as the haptic engine, the result was the Deria Takbir app, which converts real-time sound waves into cymatic visual patterns and haptic feedback, allowing users to feel the Takbir’s rhythm and melody.

Describe the innovation/technology

At Maxis, we strive to turn occasions into meaningful experiences, simply by unlocking the possibilities of technology and making it more accessible for everyone. Importantly, we found this campaign to be especially meaningful as there were many parties involved in creating this campaign – from the iPhone team and the inherent features of their devices, to the MFD for giving us valuable insights, consultation with Uztaz Mohammad Khairul, our agency partners and everyone who inspired us. We are driven by the immense potential of people and the role Maxis can play to enable Malaysians and Malaysia. This campaign is an example of this commitment, and one that we are blessed to have undertaken in conjunction with the Raya period

Describe the expectations/outcome

The Takbir has always been an important part of prayer during Aidilfitri, but something I’ve found challenging to follow as someone who is deaf. The Deria Takbir app, which engages with their heightened sense of sight and touch through visuals and vibrations, lets them experience the Takbir in a unique way. We believe this app will make a difference in the lives of the deaf community in Malaysia.

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