Directing, Concept, Editing // Snickers Ramadan
SNICKERS wanted us to create a content for Ramadan to connect with the majority Muslim population in Malaysia. And we did!
We wanted to do something sincere and raw for our content to cut through the noise of other brands that were releasing ads during the month of Ramadan. As Malaysia prides itself of being multi-religion and diverse, we knew that we wanted to make unity as the core of this idea. To showcase this, we had two Non-Muslim colleagues experience fasting for themselves whilst documenting their journey.
We had over 2 million views on Facebook in just 3 weeks, national news coverage, Forbes named us one of the best video during Eid-ul Fitr festive season and plenty of positive engagement from the audience.
There were a lot of learnings as a result of this video. One of the lesson that I try to bring to every ideation is we have to understand our key audience in order to drive the content forward. Having beautiful cinematography and beautiful aesthetic is great, but being honest to the audience is key to a successful content.
RESULTS
Facebook Results
We hit our target as a chocolate brand during Ramadan where people generally do not talk about food, as majority Muslims in Malaysia are fasting during this time.
Not only were we able to become the talking point, national news, Forbes Magazine and Marketing Interactive Magazine featured us in their website.
