FCB Malaysia launches new Gum & Teeth Protect campaign for Darlie Malaysia starring celebrity chef Anis Nabilah and TV host Gary Yap
FCB Malaysia has released a new campaign for Darlie’s new Gum & Teeth Protect toothpaste range which brings together celebrity chef Anis Nabilah and TV host Gary Yap of Ho Chak fame in a number of commercials to show how Darlie’s advanced dual-action formula helps Malaysians to continue enjoying the food that they love regardless of their life stages.
The Gum & Teeth Protect campaign is part of a larger total brand revamp that’s being progressively implemented by Darlie across Asia, and features a number of initiatives specifically tailored for the Malaysian market, such as a new brand campaign and a new commercial for Darlie’s Double Action range, all of which had been created by FCB Malaysia and launched in the past two months.
“Darlie has been a trusted household name in Malaysia for decades. As we all know, brands must evolve to stay relevant. This revamp bridges the trusted efficacy Darlie has long been known for with a contemporary narrative that builds on our desire to innovate in all areas. Given the magnitude of the tasks, which included a complete revamp from packaging to communications as well as a new product launch, the commitment and effort made to ensure a smooth rollout was immense. So, despite the on-going pressure brought on by the pandemic, we still maintained our focus to look ahead and build for the future,” says Ian Chew, General Manager of Darlie Malaysia & Indonesia.
Shi Ping Ong, Co-owner & Chief Creative Officer of FCB Malaysia, said: “The inspiration behind all the work is the simple fact that a smile can be the catalyst of many good things in life – moments, connections and even change. This ties in with what Darlie champions as a brand – a positive, enabling mindset – which in retrospect, was absolutely crucial to have, given the compacted post-lockdown production schedule which saw both client and agency working tirelessly to create three campaigns in the span of a few months!”
FCB Malaysia was appointed in August 2019 following a successful pitch and had been working closely with Darlie’s local and regional brand leaders in the lead-up to the revamp. To deliver the three campaigns, FCB collaborated with a number of production partners including Restless Productions and Super Red Music on Darlie Gum & Teeth Protect, and Reservoir World and Fuse for Darlie Double Action and Darlie’s new brand film.
VIEW THE DARLIE GUM & TEETH PROTECT FILM
VIEW THE A REFRESHING ENCOUNTER FILM
VIEW THE A FRESH BEGINNING FILM
Credits
Darlie Malaysia
General Manager: Ian Chew
Marketing Director: Melissa Wong
Senior Brand Manager: Kam Wai Mei
Senior Brand Manager: Michelle Shu
Brand Manager: Janice Goh
Assistant Brand Manager: Shayne Lim
Senior Marketing Executive: Chan Wei Long
FCB Malaysia
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Shi Ping Ong
Creative Director: Tjer
Creative Strategist: Mandy Chock
Creative Group Head: James Voon
Senior Art Director: Jamie Hendricks
Senior Copywriter: Nathan Yong
Head of Account Management: Sharon Rodrigues
Account Director: Diana Chua
Senior Account Executive: Jane Leong
Senior Producer: Wira Chon
Gum & Teeth Protect Production Teams
Restless Productions
Film Director: Zac Chia
Executive Producer: Terrance Chua
Producer: Adrian Pang
Post Producer: Fiefa
Wardrobe Stylist: Elaine
Offline Editor: NGSS & Johnny Chuah
Colourist: Jing (Meccanica Efx)
Online Editor: Azfar (Meccanica Efx)
Audio House: Super Red Music
Engineer: Jacky
Producer: Daeren / Richard
Darlie Double Action & A Fresh Beginning Production Teams
Reservoir World
Film Director: Philip Rom
Production & Post Producer: Nigel Pinto
Line Producer: Tang Sze Kay
Production Assistant: Sandra Cheah
Director of Photography: Nicholas Chin
Art Director: Anthony Chan
Gaffer/Key Grip: Selvan Kannan
Wardrobe Stylist: Darren Siew (Wardrobe Room)
Offline Editor: Dixon Yoong
Online Editor: Chan Moon Chong (Blaze Studio)
Fuse Adventures in Audio
Creative: OJ
Composer: Joseph Chua
Engineer: Jony / Jessica Chong
Producer: Rath
