Kancil Awards

The Malaysian Advertising Awards

(7.6) Craft for Cyber & Mobile [Writing] - BRONZE, Pitch Purrfect, BBDO Proximity Malaysia

Sheba is a new cat food brand in the market. We had to increase awareness of Sheba and acquire a positive brand image. With a budget of RM65K (including media).

We created Pitch Purrfect, a month-long love story told in real-time, entirely on Facebook. Only, this was two love stories in one. Users could follow two parallel journeys on two separate personal Facebook accounts. Video logs. Memes. Selfies. Pictures. Status updates. Everything happened live as love blossomed between two neighbours who never meet face to face. Facebook users got to interact with both characters – adding details and backstory for the characters to play on. At the very end, the two characters finally meet, which unlocked a surprise music video on the Sheba Facebook page, featuring an original song sung by the characters. THE RESULTS: In one week: Facebook fans increased by more than 50% (7688 followers). Engagement rate peaked at 21%.

Pitch Purrfect

Product / Service 
Sheba Cat Food

Mars Foods Malaysia Sdn Bhd


Executive Creative Director
Tan Chee Keong

Creative Director
Adam Chan

Associate Creative Director
Martin Ng

Art Director
Martin Ng, Alvin Ho, Anne Yong

Adam Chan, Badd Anuar, Elissa Azizi, Yusrizal Yusof, Teoh Xin Xian, Mandy Chock

Amy Low, Jeffrey Tey

Client Service
Liew Wai Sim, Alyaa Samsudin, Dylan Phuah

Social Planner
Mikaela Ong

Marlo Ongpin

Agency Producer
Hong Nyok Hwa, Sandra Duarete

Raj Thambirajah

Photography Studio
Studio Verve

Josh Maran, Inna Dudukina

Film Director
Takeem Studio

Print Producer
Louie Hoo, Ang Hui Yun



Public Viewing Site



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