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Creative

Wonda Coffee Brews Up a Campaign Tackling Discrimination for Malaysian Independence Day

Naga DDB Tribal addresses discrimination by featuring cups of different colours, shapes and sizes

Wonda Coffee Brews Up a Campaign Tackling Discrimination for Malaysian Independence Day

For Malaysian Independence Day, to celebrate 64 years of being a multicultural country, Wonda Coffee has brewed up a campaign about unity despite diversity in the most unexpected and cheeky way. Together with creative agency, Naga DDB Tribal, the brand launched a film addressing colour discrimination by featuring cups of different colours, shapes and sizes. Yup, cups.

Alvin Teoh, chief creative officer of Naga DDB Tribal shares how the idea sparked and the project all came together: “It’s nice when both the marketer and the agency share the same sentiments about putting something bold out there. The thought of spreading the message of equality and unity in such a playful manner was too good an opportunity not to take. So when the idea took shape, we felt so good we just scribbled and doodled a bunch of stuff on a mahjong paper and presented it like that. You could feel the excitement in the room. We sensed it instantly; it was a go. And to think that the brief came via a random phone call at 10pm because the client felt inspired with a thought. It was so contagious, we caught the spirit of it all and had fun all the way; from brainstorm to presentation to production. I think sometimes, some of the nicest work happens when you don’t crumble from overthinking things. In a world obsessed with data, there is still a critical role for intuition. For both the marketeer and the agency. There’s a motto used by the SAS (British Special Forces) that inspires me – Who dares wins. I think that holds true in marketing and advertising too.”

Under the same campaign, Wonda Coffee will be launching a series of four mini films that are as hot and enticing as a cup of Wonda Coffee. Make sure to keep an eye out for it and remember – before you judge a ‘cup’ by its colour, all colours are wonderful when they’re Wonda-ful inside. This Hari Kebangsaan and Hari Malaysia, let’s raise our multicoloured cups in celebration of our country.

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Credits

Agency: Naga DDB Tribal

Chief Creative Officer: Alvin Teoh

Creative Director: Jeremy Yeoh, Suryadipura Salleh, Rachel Hoo

Creative Group Head: Candice Chhoa

Senior Art Director: Bobby Lai

BM Copywriter: Zhaffiry Fenner Zakaria

Head of AV: Sharon de Silva

AV Producer: Lee Boon Hsin

Brand Integration Director: Clarissa Ng

Account Director: Rachel Chew

Account Manager: Sabrina Chan

Project Manager: Victoria Lim

Digital Integration Director: Neal Jansen

Senior Social Strategist: Shazni Tamyez

D Moving Pictures

Film Director: Dick Chua

Producer: Jocny Lai

DOP: Jordan Chiam / Dick Chua

Film Editor: Koon Pak Fei

Post Production: APV

Audio Production: Audio Pitch & Magic

Music Composer: Kimberly Chin

Category: Hot Beverages , Soft Drinks