Tesco has partnered up with Naga DDB Tribal for its “Raya Jimat, Raya Selamat. Bersama Walaupun Jauh” campaign, aimed at allowing families to be together this Raya despite being apart. Through creative involvement of household members in its video production, a perfect Raya message was sent across to the celebrating families in the spirit of Raya.
Showcasing the intimate moments that surfaced during Raya festivities, the production of this message combined creativity with technology to celebrate important traditions online.
Vivian Yap, customer director at Tesco Malaysia said that Naga DDB understood the power of a good story and this campaign “fit perfectly” with Tesco’s brand values of affordability and choice. With this campaign, Tesco also wanted to assure customers that “a Tesco experience – whether online, in-store or delivery – would be a safe and memorable one.”
“When the team at Naga DDB presented the concept to us, it made so much sense. We felt it sent the right message, with the right amount of sensitivity and humour considering that the festive celebrations will be observed in a very different way this year,” Yap added.
With this in mind, creative group head Farid Ajlan added that Raya also meant so many precious traditions and activities such as cooking and baking and picking out the baju Raya could not be approached in the same fashion.
Agency: NagaDDB Tribal
Executive Creative Director: Nik Radzi
Creative Group Head: Erman Basiron, Farid Ajlan
Copywriter: Farid Ajlan
Art Director: Hafiz Zulkifli
Business Unit Head: Caroline Kong
Brand Director: Misha Eleanor
Data & Insights Strategist: Chai May Li
Project Manager: Jeremy Lim
Head of AV: Sharon De Silva
AV Producer: Lee Boon Hsin
Production House: The Tankers
Film Director: Hyrul Anuar
Executive Producer: Pete Singh
Director of Photography: Kelvin Soo
Post Production: Asia-Pasific Videolab
Audio Production: Real Time Studio
Editor: Hyrul Anuar