Write a short summary of what happens in the film

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.

Please tell us how the brand purpose inspired the work

The Julie’s logo features a young girl, looking up with optimism. Given the fact that women have often been portrayed in secondary, stereotypical roles in Hari Raya advertising, we felt that it was only appropriate for the brand to step in and have a point of view on the roles women play not just in society, but specifically in the Hari Raya advertising landscape. Our strategy was to challenge stereotypes, ignite conversations and provide a more optimistic view of what women can do in society.