Campaign Spotlight

Campaign Spotlight: Leo Burnett and Watsons take this year’s Raya Celebrations out-of-this-world

KUALA LUMPUR, MALAYSIA – Leo Burnett Malaysia has created a star-studded, special effects-laden film for Watsons Malaysia – depicting a literal out-of-this-world Hari Raya celebration on the Moon.

In “GAYA RAYA LUAR BIASA”, what starts off as a typical “return-to-hometown” story quickly becomes something unexpected, complete with flying cars, holographic policemen, and futuristic fashions.


According to Executive Creative Director Iska Hashim, “We wanted to show how certain aspects of Raya are timeless. Whether it is reuniting with families or wanting to look our best. And what better way to illustrate that than by taking the celebrations where no one has gone before: on the moon, in the future.”

“This out-of-the-world production also features Malaysia’s biggest stars – including Ayda Jebat, Dato’ Jalaludin Hassan, Fauziah Dato’ Ahmad Daud, Nabil Mahir, and DOLLA,” pointed out Danny Hoh, Customer Director of Watsons Malaysia.

As Neil Hudspeth, CEO of Publicis Groupe Malaysia shared, “The film also marks a significant milestone for Prodigious, Leo Burnett’s sister specialist production agency, as it’s our most ambitious production yet. The commitment to excellence and our seamless approach to high quality execution evidences the truth of when Leo Burnett himself said – When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.”

“The goal from the get-go was to subvert expectations and break the mould of festive story telling in Malaysia,” stated Associate Creative Director David Tan. “In fact, this was the very idea that won us the Watson’s business.”

Vickknesh Raj, Copywriter added: The agency and clients had a great time bringing together familiar Eid elements with soon-to-be-reality futuristic concepts. And we can’t wait to see how it adds to the joy and excitement of this year’s celebrations.

As Caryn Loh, Managing Director of Watsons Malaysia summed up, “As Malaysia moves into the endemic phase, Watsons, the nation’s No. 1 Health and Beauty retailer would like to remind everyone to believe in themselves – and that we’re extraordinary no matter where we are.”

At the time of writing, Watsons’ Gaya Raya Luar Biasa has accumulated over 5.5 million views across YouTube and Facebook.

Partner with adobo Magazine

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