Kancil Awards

The Malaysian Advertising Awards

(4.4) Crafts For Press, Outdoor, Direct and Design [Art Direction] - GOLD, Good Food Vs Bad Food, Y&R Malaysia

Brief
Recent political and economic reforms in Myanmar have opened up the country's trade borders to the rest of the world. As one of the first brands to enter the market, Colgate decided they wanted to give something back to the country that had so warmly welcomed them. Colgate saw an opportunity to use their fast growing distribution network to provide schools with educational resources they currently desperately lacked. Colgate tasked us with coming up with a solution to solve their creative and logistical design challenge that could make a tangible difference to the school children of Myanmar.

Solution
Instead of using westernized educational texts and diagrams, we designed a series of posters in traditional Burmese illustration styles: a combination of native folk art, local insight and oral care truths. The vibrant colours, texture and characters of each illustration tell a story which results in a set of inspirational educational materials which present a well-rounded story perfect for this youthful audience.They also enabled the classroom teacher to plan interactive lessons with poster prompts to call a free telephone number to hear recorded educational information, thereby offering further depth to the graphics.

Title
Good Food vs Bad Food

Product / Service
Toothpaste

Client
Colgate Palmolive

Executive Creative Director
Shen Guan Tan, Patrick Daly, Gigi Lee

Creative Director
Joshua Tay

Art Director
Joshua Tay, Law Kok Yew, Gigi Lee

Copywriter
Kenny Mar, Phyo Wai Htun, Craig Love

Designer
Joshua Tay, Law Kok Yew

Web / Multimedia Designer
Kenward Ng

Client Service
Jason Oke, Marianne Gable, Ariel Chau, Sindy Ng

Illustrator
Law Kok Yew, Joshua Tay, Wong Jing Wen, Evone Cheng

Typographer
Law Kok Yew

Print Producer
Kelvin Kwan, Cyclone Lai

Production House
Red Fuse Production Services

Agency Producer
Debbie Hooi

Production House Producer
Buck Yau

Film Director
Sly Song

Others
RED FUSE COMMUNICATIONS HONG KONG:

Chairman & Chief Creative Officer
Shen Guan Tan

Regional Retail Creative Director
Patrick Daly

Regional Managing Director
Jason Oke

Y&R Myanmar
Khin Myat Thu, Ye Kyaw Htut

CLIENT:
VP Marketing, Asia Division
Orlando Tenorio

Marketing Director, Oral Care, Asia Division
Rob Carter

Category Manager, Design & Packaging
Greg Corra

 

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