A Sceptic’s Guide to Transformation
Concept, creative direction, copywriting, content strategy
The Malaysian government’s Performance Management and Delivery Unit wanted to run a campaign to advocate for their socio-economic programs. The challenge, not surprisingly, was that the public at large was more than a little sceptical about a bunch of politicians running around touting their achievements.
We came up with a campaign that would use humour to manage the negativity by approaching it from un unexpected angle. Rather than expressing the facts in a formal, dry manner, we used a satirical approach. We presented the facets of the 7 National Key Result Areas by focussing on the idiosyncrasies and scepticism of Malaysians themselves.
The imagery was created in the style of one of Malaysia’s favourite cartoonists, named Lat.
