Kancil Awards

The Malaysian Advertising Awards

(3.3) Online Advertising — MERIT, Yum Seng, TBWA\TEQUILA MALAYSIA

Description:
As with every Chinese New Year, Pernod Ricard Malaysia wished to send all their suppliers, retailers and partners a season's greeting. While the e-greeting card should do just that, wish the recipient a very 'Happy Chinese New Year', the client also required the e-greeting card be fun, funny and engaging while remaining true to the brand and what they stand for.

How we did it:
Create an e-greeting card that centered on a very 'Chinese' tradition especially during times of celebration: Yam Seng (which means 'drink to success'). To 'Yam Seng' a participant is required to shout out as long and as loud as he/she can before drinking. The longer the 'Yam Seng', the more prosperous the wish for success would be. Leveraging on this and on the client's product, the agency created an e-greeting card that required the recipient to virtually toast or 'Yam Seng' with the client. The duration of the toast is subject to the recipient including the type of 'Yam Seng'; either a fast, slow or shouting one.

 


Title
YUM SENG

 

Client
Pernod Ricard Malaysia

Product/Service
CNY GREETING

Internet URL
http://www.cmyksucks.net/kancil/2011/onlinead/prmcny/default.html

Creative Director
Stuart Godwin

Art Director
Michael Leong, Tan Tsuey Fong

Copywriter
Zulis Annuar, Stuart Godwin

Web Designer/Multimedia Designer
Cheok Chin Jin, Tan Tsuey Fong

Programmer
Cheok Chin Jin, Tan Tsuey Fong

Client Service
Jordan Chua, Bruce Wong

Music
Incognito Productions Sdn. Bhd

 

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