Listen to this articleThis Raya, Malaysian property development group, SP Setia Berhad teamed up with Rouge by Entropia to strengthen the brand’s value on togetherness through a heart-warming Raya campaign.
Utilising one of the longest standing Raya traditions – the traditional way of cooking Rendang – the campaign focuses on two main characters: a father and his son, Yusof, and their 10-hour journey of keeping their Raya tradition alive by preparing homemade Rendang from scratch.
In an “old vs new” scenario, the father tries to instil traditional values in his son, essentially that even though there are easy ways to cook Rendang with plenty of shortcuts – you can order it through food delivery service, buy it off a roadside stall, or buy ready-made paste – the tradition lies in the time spent together and the adventures shared as father and son.
“SP Setia is a renowned developer in Malaysia, and this Raya, in keeping with the brand’s core values, we wanted to remain steadfast to the things that have rooted us through it all: the values that have endured, and the traditions that have transcended the times,” said principal at Rouge by Entropia,Samantha Tay. “Synonymous with quality, reliability and value creation, SP Setia is a brand that believes every tradition is worth doing, worth keeping, and worth continuing, and we wanted this brand campaign to reflect these beliefs while ‘making old traditions the new normal’.”
Watch the Raya campaign video here:
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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
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