VMLY&R Malaysia has launched this light-hearted Ramadan film for vivo Malaysia, a leading technology company and manufacturer of smartphones, bringing the importance of family connection to the forefront.
In times when most Malaysians are not able to celebrate Ramadan and Hari Raya Aidilfitri the way they are used to, the film, titled #RayaStyleLain, reminds viewers to ignite hope and brighten the holy month.
Launched on May 4, the film has amassed over 5 million views in just one week. The story begins with scenes of Malaysians preparing for Raya festivities, with activities that usually centre around family involvement and consultation of grandparents. These family activities, such as baking and decorating, can be challenging due to COVID-19 restrictions, but the film shows that when we are enabled by technology, we can overcome these trials and continue to make connections during significant moments in our lives. Depicted through a series of humorous missteps, vivo can bring families closer together.
Shot entirely during the Movement Control Order, VMLY&R Malaysia was able to execute the campaign through creative storytelling and post-production magic. All scenes were shot remotely by the characters in their own home. Equipment and instruction kits were sent to each home via Grab Delivery, and all meetings were conducted via video call, from pre-production and casting to post-production.
Brandon Lim, vivo’s Regional Marketing & Strategy Director, commented on the campaign: “This film is not the typical, tearjerker that we are used to seeing each year. It’s about seeing the best of our circumstances and celebrating despite not being able to physically be with family. VMLY&R’s insight into the mindset of Malaysians during this time and their inventive approach to creating a film remotely has made them an ideal partner for us.”
Eric Ho, MD, VMLY&R Malaysia, added: “vivo is about connecting people, which fits perfectly into our ethos as an agency. We wanted to show how, even if you are at home, you can still connect with family and that Raya can still be celebrated, even when families are apart. We took it as an exciting challenge to create the entire film with all of us staying in our own homes, and this has shown us what we can achieve when we think outside the box!”