Cannes Lions

Celebrate Every Day Together (Again)

SUPERUNION, Singapore / JULIE'S / 2022

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Overview

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Credits

OVERVIEW

Background

Julie's is a value biscuit brand, proudly Malaysian, popular throughout South East Asia, and exporting throughout the word.

Nelson Mandela once said ‘the best weapon is to sit and talk’ Julie’s brand philosophy of ‘bridge the world’ has a similar ethos. That sitting down with a drink and biscuit brings people closer together and even solves problems.[

As a proud Islamic country a brand that leverages underpants and tongues in communications is considered seriously cheeky (and brave).

Idea

Biscuit brand Julie’s playfully invites us to find any excuse to celebrate moments together. Delivering joyful inspiration for ways in which we can create reasonable cause for celebration and the chance to reconnect after all this time

Execution

The illustration style was stripped back as much as possible to allow the idea to shine through. (This is also of course wholly appropriate for an ‘everyday’ cookie brand) We wanted to make the biscuits the big hero and give people ‘any excuse’ to get together again after COVID19.

The series of posters (along with motion posts on social) will be displayed on the relevant days they celebrate throughout the year.

Outcome

These visually engaging images are being leveraged as an ATL campaign, featuring externally on the brand’s social media channels, internally as in situ posters across the organisation’s headquarters and externally on billboards in Malaysia.

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