Kancil Awards

The Malaysian Advertising Awards

(12.5) ENTERTAINMENT & BRANDED CONTENT [Music] - MERIT, CLEAR OST Pelangi Cinta: Izzy Muhammad, Lowe Malaysia

Title
CLEAR OST Pelangi Cinta: Izzy Muhammad

Product / Service
CLEAR Anti Dandruff Shampoo

Client
Unilever Malaysia

Brief
CLEAR Shampoo has been in the market since 2006. Brand awareness is high. The problem? CLEAR was known mainly as an anti-dandruff shampoo for men. How could we connect to women on an emotional level? We knew they were online, and consuming a lot of media. They love their TV dramas. And above all, they love their local celebrities.

Solution
With a new campaign we had a chance to tell a story about confidence. And from that came Pelangi Cinta - a four episode web series starring local celebrities Shaheizy Sam and Juliana Evans.Juliana plays the brand’s ambassador. She has to put on a perfect face and can never reveal her feelings to anyone. Sam plays a regular Joe, happy with his lot in life. Everything changes after they meet. And we see how they inspire each other to let their barriers down. The final takeout? Let your true self show because "Love is too beautiful to hide." A special music video was created featuring indie singer Izzy Mohd performing the eponymous track. And as expected, viewers started requesting for the soundtrack and title. That’s when we released it as surprise bonus content. The series reached over 1.7 milion views over the one-month campaign and achieved a rating of 98%. With this first attempt, CLEAR managed to successfully connect to the target audience.

Translation
PELANGI by Izzy Mohd Friend, I will never forget Our friendship Friend, I'd like to ask Are you still true? Because you're a rainbow The light in my heart After the rain Because you're a rainbow in my heart For all this time You're a rainbow For all this time Everything's changed since we last met I no longer have the strength Because you're a rainbow after the rain Because you're a rainbow in my heart For all this time.

Executive Creative Director
Zaidi Awang

Creative Director
Hans Lee

Art Director
Mohd Iqbal

Copywriter
Justine Lee / Firdaus Kamaluddin

Designer
Edwin Ng

Client Service
Shukri Jai / Era Ramly / Nafisah Arabee / Farah Hazeleena

Agency Producer
Zyra Khirudin

Production House
MOJO Films

Production House Producer
Keng Phoo / Malcolm Soh / Sarah Lois

Film Director
Esham Shahlin / Barney Chua

Cameraman
Ungku Adi

Director of Photography
S.Y.Chong

Music
Izzy Mohd

Vocalist
Izzy Mohd

 

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