THE BRIEF
As simple as executing a creative idea with a very small budget. A piece of work that will be talked about by Malaysians during Ramadan.
THE INSIGHT
Ramadan in Malaysia is the season of forgiveness. "Kosong-kosong" literally means "zero-zero" (0-0) in Bahasa Malaysia, and it is a symbol of resetting the past wrong doings after apologising sincerely to each other.
THE IDEA
The competition between telcos is a serious business and it has gotten worse lately with many direct attacks towards each other so we decided to collaborate with Kyoto Protocol (one of the biggest bands in Malaysia) to do a rendition of the late P. Ramlee's famous tune, "Maafkan Kami" (Forgive Us), asking for forgiveness from telco competitors for all the cheeky attacks we've made on them before. While everyone was busy planning on boasting about their mobile plans, we stood out from the rest by embracing the spirit of Ramadan with this music video.
'Maafkan Kami' - Kyoto Protocol
Client: U Mobile
Creative Agency: BBDO Malaysia
Production House: Wayangworks, TwoAM Music Studios
Partner: Kyoto Protocol
Executive Creative Director: VJ Anand
Creative Director: Lay Jianyi
Art Director: TattHo Chow
Copywriter: Yusrizal Yusof, Mindy Lim
Account Director: Asran Zakry
Account Executive: Mark Siew
AV Producer: Zyra Khirudin
Film Director: Laura Low
Producer: Mamal Rahman
