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Fishermen Integrated plays up humour in clients' Hari Raya ads

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BSN, PLUS Malaysia, Sunlife Malaysia and Nandos each collaborated with social media and digital agency Fishermen Integrated to bring to life the spirit of Hari Raya. This was done by invoking laughter and a flurry of emotions in consumers.“This year is special to us also because several of these clients have chosen to have us deliver creatives for them yet again. It’s a testament to their trust in us and we have definitely done our best to up our game for them," Mark Darren Lee, digital director and CEO, Fishermen Integrated, said.Sunlife's ad showcased scenes common to many households during Raya, in a bid to help consumers remember what matters in this fast paced world. The video brings together local talent Shaheizy Sams and the musical stylings of the Fishermen team.Nando's worked with Fishermen to launched three Raya videos, each featuring answers to common questions faced during Hari Raya. This year, greater emphasis was placed on the emotion behind the questions and the humour intrinsic in the answers. The joy of having Nando's peri peri sauce was also built into the video.In its ad, PLUSMiles focused on raising awareness about the new PLUSMiles program launched just in time for Hari Raya, and encourage consumers to register and update their PLUSMiles details. Humour was injected into the video with a talking bobble head in an attempt to connect with consumers.BSN's viral Raya ad, which A+M reported on earlier, touched on home security, a topic close to the hearts of many consumers every holiday season. It was part of a campaign titled #RiuhkanRayaBSN, and features two neighbours Raj dan Chong, who volunteered to protect their neighbourhood three days before Raya while other neighbours are away visiting their hometown.“Celebrations are a key gathering point for Malaysians and we know how to enjoy the rich cultural background that is this country. Hari Raya is of course the biggest of these celebrations and we’re quite excited at the variety of work we were able to bring together in time for the celebrations and our clients,” Fishermen's Lee added. 

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