Darlie Malaysia’s long-time creative agency, FCB SHOUT, has created this new Darlie All Shiny White’s campaign. The campaign serves as the launch piece for the brand’s collaboration with DOLLA, which sees the popular Malaysian pop group taking on a campaign ambassadorial role for the oral care brand.
The film, titled ‘Outshine Your Fears’, offers a retelling of the formation of DOLLA in 2019 by delving into the fears that used to plague the individual members of the group, and the confidence that they eventually found in one another to help them overcome these fears. This paved the way for the creation of one of the most popular names to emerge from the Malaysian music industry in recent times.
“In the eyes of the world, DOLLA are the epitome of confidence. They are constantly in front of the cameras, meeting their fans, performing on stage and just putting themselves out there on social media. It takes a lot of confidence to do what they do,” said Melissa Wong, Marketing Director of Hawley & Hazel Malaysia. “After getting to know them better, we found out that, just like us, all four members of DOLLA had their fears too. But in one another, these girls found the strength and confidence to overcome their individual fears to create one of the most iconic groups in the country. And for them, all it took was a smile. That is why we decided to collaborate with DOLLA, because we believe that they are the perfect role models to help the Darlie All Shiny White brand inspire young Malaysians to let their confident smile set the stage for them to shine.”
Boon Chuan Suah, Associate Creative Director of FCB SHOUT, said: “Working closely with DOLLA was such a fun and refreshing experience. Despite their immense popularity and young age, the girls never once hesitated to share with us the fears that they had in order to help us craft the best possible story that would do them and the Darlie All Shiny White brand justice. Despite the long production schedule, they kept their professionalism on the set from the first minute until the last, and their youthful energy really elevated the film to a whole new level.”
“It definitely wasn’t easy to retell four individual stories and combine them into one film that’d best reflect the Darlie All Shiny White brand’s belief that a confident smile can build connections to inspire a person to outshine their fears. The film had to strike a fine balance between being a story about DOLLA and a brand piece for Darlie All Shiny White, and thanks to our production partners at D Moving Pictures and Real Time Studios, I believe that the end product blew us away more than we expected.”
‘Outshine Your Fears’ is the first piece of work to come out of the Darlie All Shiny White x DOLLA collaboration. To date, the film has received tremendously positive reviews, along with over 4.5 million views and over 13,604 engagements.
A slew of other Darlie All Shiny White x DOLLA materials – including product commercials, social media content, a DOLLA Diaries episode and a meet-and-greet engagement activity – have been scheduled to launch in the coming months.
Title: Darlie All Shiny White X DOLLA – Outshine Your Fears
HAWLEY & HAZEL MARKETING (Darlie Malaysia)
General Manager: Ian Chew
Marketing Director: Melissa Wong
Brand Manager: Yune Lyn Chia
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Tjer
Associate Creative Directors: Boon Chuan Suah
Designer: Yee Min Jian
Associate Brand Director: Melanie Mustapha
Senior Brand Manager: Jolynn Lee
Social Brand Manager: Putra Ahmad Fauzi
Producer: Cheong Wai Leng
D MOVING PICTURES
Film Director & Executive Producer: Dick Chua
Offline Editor: GK Koon
Online Artist: Aznir
Colorist: Kah Sheng
REAL TIME STUDIOS
Music Director : Danny Lim
Sound Engineer : Julian Lim & Terry Chong
Audio Production Producer : Jennifer Yiew & Evelyn Ang