Leo Burnett Malaysia and Lazada make dreams come true in new regional campaign

BlastOff.jpgAs part of Lazada's 2016 Brand and Awareness campaign for the region, Leo Burnett Malaysia recently created two inspiring spots. Based on their brand promise of Joy in Every Parcel, Leo Burnett focussed on the feeling that comes with every parcel received and opened.

"E-commerce in South East Asia, is not just a story of convenience, it's about access. It's about enabling people to better the lives of themselves and their families. As sponsor of this initiative, it was a pleasure to partner with Leo Burnett and Think Tank, who worked tirelessly to capture that story in a way that was emotive, relevant and ultimately meaningful, to the millions who are now embracing Lazada," said Andrew Gnananantham, Chief Marketing Officer of Lazada Malaysia.

Dancer1.jpg"When we first came up with the idea, we wanted something that went beyond just the obvious convenience of e-commerce transactions, transcending the functional to deliver a transactional value of emotions between Lazada and consumer. Through the brand work, we wanted to explore the underlying theme of believing in what we dream of," said Andrew Low, Executive Creative Director, Leo Burnett.

"This year, we really wanted to touch our consumers by unearthing the emotions associated with giving and receiving a gift. We're off to a good start with both spots, which were produced regionally and are being aired in all markets. After just a week, we're already seeing millions of views across Facebook and YouTube," said William Gaultier, Senior Vice President of Brand, Social, and Communications of Lazada Group.

Both "Blast Off" and "Dancer" were directed by Rajay Singh from Directors Think Tank. According to Singh, "It all starts with a script and we had a really good one to start with."  Both films are pushed across 6 of Lazada's key markets; Malaysia, Indonesia, Thailand, Vietnam, Philippines and Singapore.

Credits -
Executive Creative Director : Andrew Low
Managing Partner: Andrew Leong
Senior Art Director : Abby Tai
Senior Copywriter : Wong Jing Wei
Agency Producer : Roseniyati Abdullah
Senior Account Director : April Toh
Associate Account Director : Deepa Kaliperumal
Project Management: Julia Boudville
Film Director : Rajay Singh
Production Company : Directors ThinkTank
Executive Producer : Heng Tek Nam
Line Producer : De Shen
Director of Photography : Lee Wing Lok (Hong Kong)
Production Support : ASAP Production (Hong Kong)
Support Producer : Carson Ng
Support Production Managers: Thomas Yuen, Cheung Wing Chuen
Prod Art Director : De Shen/Gray Loi
Art Department Assistants: Jia Lyn, Jade Ho, Shi Wen
Editor : Affandi Jamaludin
Post House : VHQ KL
Music : Fuse Adventures in Audio Malaysia

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