Watsons takes you to the moon this Hari Raya via Leo Burnett Malaysia campaign
Leo Burnett Malaysia has created a star-studded, special effects-laden film for Watsons Malaysia, depicting a literal out-of-this-world Hari Raya celebration on the Moon.
In “Gaya Raya Luar Biasa”, what starts off as a typical “return-to-hometown” story quickly becomes something unexpected, complete with flying cars, holographic policemen, and futuristic fashions.
Executive Creative Director Iska Hashim, said: “We wanted to show how certain aspects of Raya are timeless. Whether it is reuniting with families or wanting to look our best. And what better way to illustrate that than by taking the celebrations where no one has gone before: on the moon, in the future.”
“This out-of-the-world production also features Malaysia’s biggest stars – including Ayda Jebat, Dato’ Jalaludin Hassan, Fauziah Dato’ Ahmad Daud, Nabil Mahir, and DOLLA,” said Danny Hoh, Customer Director of Watsons Malaysia.
Neil Hudspeth, CEO of Publicis Groupe Malaysia, said: “The film also marks a significant milestone for Prodigious, Leo Burnett’s sister specialist production agency, as it’s our most ambitious production yet. The commitment to excellence and our seamless approach to high quality execution evidences the truth of when Leo Burnett himself said – When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.”
“The goal from the get-go was to subvert expectations and break the mould of festive storytelling in Malaysia,” says Associate Creative Director David Tan. “In fact, this was the very idea that won us the Watsons’ business.”
Vickknesh Raj, Copywriter, said: The agency and clients had a great time bringing together familiar Eid elements with soon-to-be-reality futuristic concepts. And we can’t wait to see how it adds to the joy and excitement of this year’s celebrations.
Caryn Loh, Managing Director of Watsons Malaysia, said: “As Malaysia moves into the endemic phase, Watsons, the nation’s No.1 Health and Beauty retailer would like to remind everyone to believe in themselves – and that we’re extraordinary no matter where we are.”
At the time of writing, Watsons’ Gaya Raya Luar Biasa has accumulated over 5.5 million views across YouTube and Facebook.
Credits
Client : Watsons Malaysia
Managing Director : Caryn Loh
Customer Director : Danny Hoh
Marketing Communication & PR Manager : Chui-San Wong
Agency : Leo Burnett Malaysia
Executive Creative Director : Iska Hashim
Associate Creative Director : David HK Tan
Senior Copywriters : Vickknesh Raj, Amin Sharipuddin
Graphic Designer: Diyana Yusof
Managing Director : Firzan Mulafer
Senior Brand Manager : Zaheera Zaharuddin
Account Executive : Chok Chelsea
Head of AV and Digital Content : Jennifer Hendroff
AV Producer : Alyya Afandi
Production House : Prodigious
Director : John Leong & Johan
Executive Producer : Josephine Chow
Music & Audio Post : Real Time Studios
