Kancil Awards

The Malaysian Advertising Awards

(18.7) Vernacular (Bahasa Malaysia / Chinese) [Chinese / Best Copy - 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 witness 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* It 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 agun;Ermmm... then again, it could've been a knife! Heck, they both looked pretty muchalike! 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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