TBWA Malaysia’s Silver Lion winning ‘Eveready Book of Play’ lights up children’s imaginations
TBWA\Kuala Lumpur and Eveready have given a new lease on life to a long-forgotten household item, the torchlight. Inspired by the traditional Malaysian form of storytelling, Wayang Kulit (Shadow Play), the concept features a charming children’s bedtime book – one that turns pre-bedtime into a magical, bonding experience for parents and kids.
The ‘Eveready Book of Play’, is anything but ordinary. At the flick of a flashlight button, each page comes alive. Intricately crafted cutouts work together with a simple beam of light to create projected illustrations on any wall.
Last week it won a Silver Lion in the Branded Content and Entertainment category at Cannes Lions 2015.
The Eveready Book of Play is illustrated and written (in Bahasa Malaysia) by the team at TBWA\Kuala Lumpur.
Right from the first page, readers are instantly taken on an adventure-filled journey that is helmed by the Sang Kancil, the famous mousedeer that many Malaysian parents grew up loving and remembering for life.
Group Executive Creative Director, VJ Anand, commented, “When we were kids, the torchlight wasn’t just a torchlight, it was a light saber, its was a laser beam, it was a gateway to a different dimension. We just created a simple and charming way to get kids off their iPads and gadgets, even if it’s for five minutes, to play with the things that used to be cool for us when we were kids.”
To date, 30,000 books, packed with Eveready torchlights and batteries, will be sold across 1,000 major modern trade outlets in Malaysia.
Aaron Ang, Senior Brand Manager of Eveready, he was beyond ecstatic when the idea of the book was first shared with him.
“Many Malaysians grew up with Eveready, and because family bonds are so important, we wanted to create something families can do together,” said Ang. “We developed an idea that changed the rules of the game when it comes to using torchlights for play. With the book, we can inspire parents to light up a child’s imagination – with a brand new way to tell bedtime stories with torchlights.”