Posted on by Raihan Hadi
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Darlie Malaysia resets expectations in Mother’s Day film by FCB Malaysia
07 May
A mother’s role is hard enough, and yet it’s made even more difficult by the burden of unfettered commentary and opinions. But whose expectations should really matter? That’s the central premise of FCB Malaysia’s latest piece for Darlie Malaysia, released in conjunction with Mothers’ Day 2021.
“As a mother myself, I know very well that motherhood is a constant struggle. But the burden becomes heavier when mums are weighed down by not only their own expectations on themselves, but also the expectations of others of what they should or shouldn’t do as a mother. But, when we take a step back, we will realise that it’s impossible to be perfect and to please everyone around us. That’s why, this Mother’s Day, we want to remind all mums that even though there will be times where you struggle and believe you’ve failed in the eyes of the world, doing your best will always be perfect enough, especially to the ones who call you ‘mum’,” said Melissa Wong, Marketing Director of Hawley & Hazel Malaysia.
‘Expectations’ is the first in a series of brand initiatives by Darlie Malaysia that aims to show the story behind an authentic, confident smile as encapsulated by its tagline of ‘Your Smile Shines’.
“This project introduces Darlie Malaysia’s belief that the only benchmark we should measure ourselves against is our own. Hence, in an era of unrealistic depictions of ‘perfection’, what matters most this Mother’s Day is that our mums are celebrated for all that they’ve done for us, despite the unrealistic expectations stemming from social media and the rigidity of societal norms,” said Tjer, Creative Director of FCB Malaysia.
CAMPAIGN CREDITS
Title: Expectations Client: Hawley & Hazel Marketing Malaysia General Manager, Malaysia & Indonesia: Ian Chew Marketing Director: Melissa Wong Senior Brand Managers: Adeline Cheah, Michelle Shu, Kam Wai Mei Assistant Brand Managers: Chan Wei Long, Chia Yune Lyn
Agency: FCB Malaysia Co-owner & Chief Executive Officer: Shaun Tay Co-owner & Chief Creative Officer: Ong Shi Ping Creative Director: Tjer Creative Group Heads: James Voon, Jonathan Chan Senior Art Director: Jamie Hendricks Senior Copywriter: Lysha Zulkifly Account Director: Diana Chua Senior Account Executive: Jane Leong Producer: Michael Loh
Production house: D Moving Pictures Film Director: Dick Chua Producer: Jocny Lai
Music, Sound Design & Composer: Pitch Audio & Magic Executive Producer: Chawirat Tan Producer: Carmen Ten Composer: Kimberly Chin
Post house:Asia Pacific Videolab
Offline Editor: Troy
Online Artist: Corey
Colorist: Kah Seng
Cast: Zhiny Ooi, Dayang Aliyah, Dayang Aminah, Dian Aleena, Chin Seng Yi
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