Sticking true to its brand tagline of living pure, Coway Malaysia responded to this new normal with its Raya campaign “Hati Terbuka, Meriah Bersama” to encourage Malaysians to adopt a healthier lifestyle, especially at home.
In collaboration with Grey Malaysia and Passion Pictures and using the technique of filming through a four-way video call, the Life Care Company asserts the importance of clean air through the lens of the Muthalib family in its Raya web film “Sebahagian Daripada Iman”.
Using the technique of filming a a four-way video call, the Life Care Company asserts the importance of clean air through the lens of the Muthalib family in its Raya web film “Sebahagian Daripada Iman”.
This Raya film that is quite possibly the first ‘desktop’ film ever produced in Malaysia, is a story of forgiveness and reconciliation between the headstrong Iman and her stubborn father Muthalib. The family drama unfolds within Iman’s computer screen as her family interacts with each other via social media, text messaging and group video call.
“With the new normal, celebrating Raya for our Muslim friends might be different this year. But despite the change, the spirit of Aidilfitri remains.” said Managing Director of Coway Malaysia, Kyle Choi. “Although we are not able to “balik kampung” for Raya, we can weather the storm together by staying safe, clean and healthy.”
For film director Darrel Tan Hyon-Lé, producing this web film was a peculiar and challenging feat, given how everybody in the team including the cast members had to work and perform remotely in the safety of their own homes. According to Darrel, despite the make-shift setup and some technical difficulties, the team was able to pull through and produce a “groundbreaking Raya web film.”
“It’s going to be a very different Raya for everyone – but perhaps all the more memorable and meaningful for it,” said Executive Creative Director of Grey Malaysia, Graham Drew. “This was the inspiration for the team – making this film just as remotely as the characters within it.”
The “Hati Terbuka, Meriah Bersama” campaign also extends its reach on national television with a festive commercial that features the Muthalib family tagging each other on social media to switch on their Coway air purifiers. On Instagram, online users can continue this video thread by using Coway Malaysia’s “Hati Terbuka” filter during the festive period.
Best viewed on a laptop or computer, watch Coway Malaysia’s Raya web film below:
Executive Creative Director: Graham Drew
Creative Director: Heng Thang Wei
Senior Copywriters: Afiq Deen, Charlene Ong
Senior Brand Director: Marcus SK
Senior Brand Executive: Kamil Zulhaidi
Producer: Suzy Chiang
Media Agency: UM
Production: Passion Pictures
Film Director: Darrel Hyon-Lè
Executive Producer: Adrian Lai
Producer: Bernie Koh
Post Production: Asia-Pacific Videolab (APV)
Post Producer: Chen Yoke Wah
Colorist: Ng Kwok Yong
Online Artist: Wong Soon Foon
GFX Team: Syed Muhd Zulqurnain, Muhammad Azmin Bin Zainal
Audio House: The Rec Room Sdn Bhd
Producers: Siew Kim Foong & Joshua Ng Ken Ho
Composer: Cassandra Mary Ranee Denis Jeyakumar
Engineer: Jashir Junaidi
Lyricist: Hisham bin Idris
Performed by: Alexandria Tan Kay Lin