KFC: K-CHEESE CRUNCH

Brief:
The Surf N’ Turf Burger appeals to the younger audience with the shrimp doughnut patty x classic zinger fillet.

Solution:
We went where the Gen Zs went - Tiktok and took inspiration for a silly trend that showed how it is only between when two
people/animals bump into each other.

Brief:
It’s another seasoned chicken but distract audience so they don’t realise that we just tumblr coated our chicken.

Solution:
It all began when I realised that the drumstick looked like the peninsula Malaysia. So why not a weather forecast to show how it’s Spicy BBQ Crunch season.

Brief:
In conjunction of Hari Kebangsaan, KFC wanted to localise our flavours by creating a Satay chicken fillet.

Solution:
What’s more Malaysian than rock kapak? We spoofed Scenario’s Cinta Sate song to show the realness of Malaysia through the love of rock kapak and our Satay Burger.

BRIEF:
How do we introduce another K-product into an oversaturated market?

SOLUTION:
We tapped into the cultural phenomenon of mukbang, the South Korean livestream trend where hosts binge on indulgent, messy food while engaging their audience.

Mukbang became the perfect format to amplify craveability and showcase the product in the most appetising way possible.

The campaign was supported by strong digital engagement and was later recognised by Google as a best-in-class example of creative work that adhered to platform guidelines, even used as a benchmark in presentations to other clients and agencies.

BRIEF:
Spread Colgate’s “Smile Strong” message through a unique story of perseverance.

SOLUTION:
We partnered with Malaysian artist Airliftz to tell a powerful story of resilience — spotlighting someone who continues to smile in the face of adversity.

Through his personal journey, we inspired Malaysians to believe that with determination and optimism, small acts of strength can create lasting, positive change.

Rather than focusing only on polished positivity, we leaned into the realities of struggle, an approach rarely taken by a toothpaste brand. The campaign felt young, fresh, and relatable, anchored by an original anthem written and composed by Airliftz to encourage others to keep pushing forward, just as he did.

Brief:
Become a brand that tackles period stigmas with pads.

Solution:
Kotex wants to ensure periods never get in the way of a woman’s progress.

The Nothing to Haid campaign challenges the stigma with bold designs that encourage women to question and normalise menstruation.

BRIEF:
People believe a hospice is where people go to die. In reality, it’s where people go to live. How do we change that perception?

SOLUTION:
We transformed real-life hospice experiences into bite-sized stories that educated the public about hospice and palliative care.

These stories were turned into beautifully illustrated storybooks, designed to spark conversation, humanise hospice care, and gently debunk the myths surrounding it.