Kancil Awards

The Malaysian Advertising Awards

(9.1) Copywriting — MERIT, Donation, AMP Radio Networks

Rationale
Diarrhea strikes at any time, and it’s very embarrassing when you are in a meeting, dining, chatting and so on… So most of the time you would try to put up with it, but your body language and the expression on your face will not. And that might cause a huge misunderstanding.

Female: If our boss can afford a Rolex, I can’t see any reason why he can’t afford to donate a single cent!
Today, when I stepped into my boss’s room with my daughter’s school charity card in my hand, the expression on his face told me that I was not welcome. OK, so I tried to convince him to donate by sharing with him unfortunate stories about these poor kids for almost an hour! But he just walked away… such a stone-hearted man!

ANNR: Holding in your diarrhea might cause a huge misunderstanding. Take TYT Anti-diarrhea pill, put a stop to it.

Female: I don’t think such a small amount of money is even enough for his future medical expenses, why so stingy!

 


Title
Donation

Client
Hong Yang Hoo Pharma Sdn Bhd

Product/Service
TYT Anti-Diarrhea Pill

Creative Director
Hoe Kai Yew

Copywriter
Hoe Kai Yew, Ho Soo Wei

Client Service
Stanley Chen/ Sueanne Chua

Production House
AMP Radio Networks

Agency Producer
Hoe Kai Yew

Production House Producer
Jimmy Chua, Shelyne Wai

Announcer
Tham Yoke Lin, Tan Chuan Hui

 

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