Cannes Lions
SUPERUNION, Singapore / JULIE'S / 2022
Overview
Entries
Credits
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.