Darlie Malaysia and FCB SHOUT’s ‘Closer with a Smile’ campaign embraces the transformative power of a smile and its ability to break down barriers and spark new relationships.
Commenting on the campaign, Melissa Wong, marketing director for Malaysia and director of regional brand development at Hawley & Hazel Malaysia, said, “As a brand with a strong heritage in both Malaysia and Asia, we understand the nuances involved in marketing to a diverse audience. ‘Closer with a Smile’ was developed to show that despite our apparent differences, we are ultimately all interconnected, and when we make the effort to get to know one another, good things will happen.”
Tjer, head of creative at FCB Shout, also shared, “When a brand with as rich a history as Darlie decides to undergo a major refresh in terms of communications strategy, messaging, product line-up, and even down to the packaging, it’s equal parts exciting and intimidating for a creative. The conceptualization and production of this campaign were extremely complex, as there were so many moving parts for us to juggle. But luckily for us, our supportive clients at DARLIE as well as our amazing production partners helped us cross the finish line with better-than-expected results!”
Meanwhile, Shaun Tay, co-owner and chief executive officer of The Shout Group and FCB SHOUT, said, “It’s been a real privilege working with DARLIE on such an important chapter of their brand’s story. From when we first sat down to map out the brand’s purpose, to the launch of this massive campaign, we’ve been all in. And we will continue to be so as we look ahead to helping the brand gear up for growth.”
#marketing #campaignfilm #brandrefresh
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