MONOCHROME
PETRONAS
CREATIVE GROUP HEAD
COPYWRITER
HOW THE LEAST CELEBRATED FESTIVE OF THE YEAR BECAME ONE OF THE MOST TALKED ABOUT AD OF 2018.
Many brands shy away from talking about sensitive topics in fear of losing brand love.
But we felt that it was in PETRONAS' history to dig deep and talk about an age-long tension that still lingers in the households of many Indian families today.
FLAG OF
GENEROSITY
Cadbury Dairy Milk
CREATIVE DIRECTOR
COPYWRITER
HOW WE TURNED A BRAND COLOUR INTO
THE SYMBOL OF GENEROSITY IN MALAYSIA.
When Malaysia went into a nationwide lockdown in 2020, many struggled to make ends meet. With no jobs and little to no help from the government, people began surrendering White Flags outside their homes as a signal for help. As a brand with generosity at the heart of our DNA, it was important we walked the talk and there was no better time to do so. So, while a White Flag represents those who need help, we turned our iconic Purple into a representation and symbol of those who want to help - bridging the gap between donors and recipients by collecting donations from Purple Flag houses and delivering them to White Flag homes.
