Kancil Awards

The Malaysian Advertising Awards

(18.5) Vernacular (Bahasa Malaysia / Chinese) [Chinese / Best Idea - Single] - MERIT, Statement 2, 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: How was the victim attacked?
Man: He was stabbed in the back…†once!
Woman: *interject* Twice!
Police: What?
Man: Err, 3 stabs?
Woman: 4 times…? In total...
Man: *simultaneously* 4 times!
Woman: *simultaneously* 4 times!
Man: (continue) Every stab was equally as fatal!
Police: What happened next?
Man: Before the victim fell to the ground, he managed to take 5 steps!
Woman: *interject* 3 steps!
Police: Was it 3 or 5 steps? Are you guys making it up as you go along?
Woman: His legs were much shorter, so his 5 steps are equivalent to my 3!
Police: OK, continue…
Man: The victim then struggled excruciatingly on the floor for 3 minutes!
Woman: *interject* 30 minutes!
Police: Hey! Were the both of you in different time zones or something?
Woman: Shucks! Looks like my watch is 27 minutes slow!
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 2

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

Client Service
Zech Pharamond

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

Production House
Astro Radio

 

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