Title | INI IKLAN RAYA, TAU? |
Brand | JULIE’S BISCUITS |
Product / Service | BISCUITS (LOVE LETTERS) |
Category | G05. Cultural Insight |
Entrant | GOVT Singapore, SINGAPORE |
Idea Creation | GOVT Singapore, SINGAPORE |
Production | GOVT Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Kevin Joseph | GOVT Singapore | Writer |
Kriffith Fernando | GOVT Singapore | Writer |
Zhenxi Yeo | GOVT Singapore | Art Director |
Jaslyn Lam | GOVT Singapore | Account Management |
Woei Wong | GOVT Singapore | Account Management |
Alicia Yueh | GOVT Singapore | Producer |
We created a film that was essentially an ad within an ad. We featured the shoot of a “traditional” Hari Raya ad, with a twist. During the shoot of this fictional ad, the actresses questioned the director about the nature of their stereotypical roles and challenged him to allow them to break out of these stereotypes and give them the opportunity to showcase more of what women really bring to society.
In Malaysia, Hari Raya ads are a big deal. It’s a time for ads about family, tradition and coming together. We went a totally different route. We needed to stand out, so we took the opportunity to talk about gender roles in advertising. Our film challenged these stereotypes directly by literally getting its actresses to ask for bigger and better roles that better represented the contributions women make to society. The film immediately captured people’s attention and went viral during the Ramadan period.