Malaysian men often joke about the need to appeal for an ‘Exit Visa’ from their wives when they want to venture out of the nest. This gave inspiration to the Mitsubishi Xpander film conceptualized by Muma.
“The new 7-seater crossover has space for the family, while accommodating the driver’s passion. We told this product story through a witty spot inspired by an insider joke amongst Malaysian men calling their wives ‘Ministers of Home Affairs’ – the one who governs over everything at home,” explained Choo Chee Wee, Creative Partner at Muma.
“The film was set in a hybrid of a home and government department environment to reflect the honorary ‘ministerial position’ of Malaysian wives. Wei Peow, Film Director of Director’s Think Tank did a great job in bringing the film to life, while Real Time Studios breathe music magic into the spot,” added Donevan Chew, Creative Partner at Muma.
Director’s Think Tank and Real Time Studios had earlier collaborated with Muma in creating a colloquial music video for the same client.
“Being a Malaysia-born agency we understand the uniqueness of the Malaysian market and are able to turn local nuances into interesting content to help clients connect better with their consumers,” says Pang Li Li, Business Director of Muma.
VIEW THE FILM: https://www.facebook.com/271028642958439/videos/860475694570684
VIEW THE MUSIC VIDEO
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2022 to May 2023
For more details visit https://appies.com.my/ or contact Vishnu