Kancil Awards

The Malaysian Advertising Awards

(18.5) Vernacular (Bahasa Malaysia / Chinese) [Chinese / Best Idea - Single] - BRONZE, Statement 1, Astro Radio

Brief
Branding for Artline Permanent Marker

Solution
In order to highlight the USP of the product, a hilarious scenario is created to examine the capacity for permanence between memory and a permanent marker. As memories inevitably fade, the strength of the Artline Permanent Marker is brought to the fore.

Translation
Police: Who are the witnesses to the crime?
Man: *simultaneously* Me!
Woman: *simultaneously* Me!
Police: Was the murderer a man or a woman?
Man: *simultaneously* It was a big guy!
Woman: *simultaneously* It was a tall woman!
Police: Huh???
Man: *simultaneously* Err, it was a woman!
Woman: *simultaneously* T’was a man!
Man: Officer, it was a man with long hair!
Police: Did you see what weapon he was carrying?
Man: *simultaneously* There was a gun!
Woman: *simultaneously* A knife!
Police: Huh?
Man: *simultaneously/sheepishly* Ehhh, there was a knife…
Woman: *simultaneously/sheepishly* Umm, it was a gun…
Ermmm... then again, it could’ve been a knife! Heck, they both looked pretty much alike!
Police: How long was the knife then?
Man: *simultaneously* This long!
Woman: *simultaneously* This short!
Police: What???
Man: *simultaneously* This short!
Woman: *simultaneously* This long!
Police: I know people can look tall or short…†but knife that changes size a well?!
Man: Iron expands during hot weather, and shrinks in cold weather, didn’t you study science in school?
Announcer: Can you seriously remember so clearly??? What do you think you are? An Artline Permanent Marker?!
To leave an indelible mark, it’s got to be Artline!

Title
Statement 1

Product / Service
Artline Permanent Marker

Client
New Era Enterprise Sdn Bhd

Creative Director
Hoe Kai Yew

Copywriter
Hoe Kai Yew

Agency Producer
Hoe Kai Yew

Production House Producer
Jimmy Chua/ D'Wayne Lim

Client Service
Zech Pharamond

Production House
Astro Radio

Announcer
Ho Soo Wei/ Tan Chuan Hui/ Linda Ang/ Nicole Chong

 

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