Kancil Awards

The Malaysian Advertising Awards

(5.6) Cyber [Integrated Digital Campaigns] - MERIT, MyCinta, M&C SAATCHI (M) SDN BHD

Brief
In light of the tragedies that have befallen on our country in the past months, Malaysians have been left in a sombre mood with much negativity and pessimism about the future of the country. As a leading Telco, Celcom wanted to launch an initiative in conjunction with Hari Merdeka to help uplift the mood of Malaysians and bring our fellow countrymen together as a united nation.

Solution
Celcom launched the #mycinta website, a crowd sourcing initiative that engages Malaysians to share what they love about Malaysia (food, places, attractions, experiences) online and via social media on Instagram. Pictures that were uploaded on the website were custom-fitted in a heart-shaped filter symbolising love for the nation. On social media, people also uploaded their photos and hashtagged #mycinta for their pictures to be pulled into the website. Every #mycinta picture was then compiled to be featured in a video that was seeded online via other social platforms including Facebook and YouTube.

Title
MyCinta

Product / Service
Mobile Network Services

Client
Celcom Axiata Berhad

URL
http://awardssubmission.com/mycinta/

Executive Creative Director
Henry Yap

Client Service
Lee Poh Li, Lee Wei Nee, Iskandar Putra, Arystle Kuan

Art Director
Joshua Choo, Albert Yong

Designer
Lyndy Tan

Copywriter
Yan Ghazaly, Terianne Campos, Dwane Lim, Melinda Foo, Kenneth Menon

Art Director
William Chien, Jonn Leow

 

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