This was the basis on which Dentsu Utama created their award winning ‘Old and New Book’ print campaign – it made such an impact with the local community that the Salvation Army Malaysia awarded the agency’s efforts with a shiny appreciation plaque of honour.
Major Tan Guat Hai, together with his team member, Kelsey Kuek, paid a visit to Dentsu Utama, to present the appreciation plaque to Chow Kok Keong, Executive Creative Director of Dentsu Utama.
“We thank Dentsu Utama for its contribution of time and effort in producing such stunning work in a short period of time”, said Major Tan Guat Hai, Team Leader for the Salvation Army Malaysia.
In the eyes of an underprivileged, an old book can look new to them, Dentsu translated this in the visuals of the campaign beautifully - the final visuals show city folks passing old books to the underprivileged, and it appears to be a new book when the underprivileged receives it.
In just 3 months after the campaign was launched, the organization saw a significant increase in book donation; from which thousands of underprivileged children and adults benefited.
“We believe in creativity that creates impact in our society. The team at Dentsu Utama has executed on many pro-bono services for organizations in Malaysia. However the work done for Salvation Army is a step towards demonstrating positive change for our country”, said Omar Shaari, Chief Executive Officer of Dentsu Utama.
“Our heartfelt appreciation to Major Tan and his team for this recognition. We are humbled by and thankful for it”, he went on to say.
Executive Creative Director: Chow Kok Keong
Art Director: Loo Kok Seng
Art Director: Chow Kok Keong
Copywriter: Ted Lim
Copywriter: Lim Khai Xing
Copywriter: Charmaine Sankar
Client Service: Lim Sue Anne
Print Producer: Wong Fok Loy
Strategy Planner: Terence Leong
Studio Manager: Stephanie Lai