Fishermen Integrated Leads Malaysia’s Success at APAC Effies with Durex Academy Win

Fishermen Integrated brought home a Silver at the Asia Pacific Effie Awards, marking a major milestone for the Malaysian creative industry.

The win came for their work on the Durex Academy campaign, created in collaboration with Reckitt for Durex, the global leader in sexual health and wellbeing products.

This victory is not only a first for Reckitt in the APAC Effie Awards but also establishes Fishermen Integrated as Malaysia’s top performer at the prestigious event.

The Effie Awards, celebrated across the globe, recognize excellence in marketing effectiveness. Winning at this level emphasizes not just the creativity behind a campaign but its proven impact in achieving measurable results.

The Durex Academy campaign was born from an urgent need to address the surge in youth sexual activity across the region, with education at its core.

Designed as a comprehensive learning platform, the campaign provided crucial guidance on sexual health, creating a space where young people could access critical information in an approachable, engaging manner.

Tiffany Tang, Marketing Director for Malaysia, Singapore at Reckitt, shared her thoughts on the win: “This recognition is a proud moment for us at Reckitt, and it’s the first time that Reckitt has taken home a win at the APAC Effie Awards.

The Durex Academy is a meaningful campaign that directly addresses the gap in sexual education among youths. This win is a testament to the power of collaboration and innovative thinking in tackling difficult societal issues.”

Fishermen Integrated’s creative approach in tackling this sensitive subject resonated strongly across diverse demographics, making an impact not only in terms of awareness but in fostering better conversations around sexual health.

The partnership between Fishermen Integrated and Reckitt shows what can be achieved when brands and agencies come together with a shared vision and purpose.

Joyce Gan, Group Client Service Director and Partner at Fishermen Integrated, reflected on the win: “We are extremely proud to have secured our first win for Fishermen and the biggest win from Malaysia at this year’s APAC Effies.

This recognition highlights the consistent work and creative innovation we’ve delivered over the years, having also been named Agency of the Year at the Malaysia Effies in 2023.

At the heart of this success is our deep commitment to building meaningful, long-term partnerships with our clients. We truly believe that the best ideas, the ones that solve real business problems and drive impactful change, are born from collaboration.

It’s through open communication, trust, and a shared vision that we’re able to push creative boundaries and deliver solutions that are both effective and innovative.

These wins would not have been possible without the unwavering support and partnership of our clients, who allow us to consistently bring bold, business-changing ideas to life.”

Andrew Tan, Executive Creative Director and Partner at Fishermen Integrated, shared: “Creating the Durex Academy wasn’t just about launching a campaign; it was about sparking a crucial conversation around sexual health and education in Malaysia.

Partnering with Reckitt allowed us to break down the barriers surrounding sex education by offering young people a safe and engaging platform. Winning Silver at the Effie APAC Awards is a testament to the effectiveness of this approach. It reinforces how creativity, combined with a strong purpose, can drive both awareness and meaningful change in society.”

Fishermen Integrated’s win at the APAC Effies sets a new standard for the Malaysian advertising industry, elevating the agency’s reputation as one that produces both innovative and effective work.

The recognition not only celebrates the team’s efforts but also builds momentum for future campaigns aimed at making a real impact.

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