Camapign Spotlight: Netflix and Fishermen want you to hit pause while you celebrate Raya

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KUALA LUMPUR, MALAYSIA – Netflix has partnered with Two-time Golden Kancil winner Fishermen Integrated to persuade Malaysians to take a break from their favorite Netflix shows and spend time with their loved ones this Raya.

Bila Raya, Tak Payah Ber... | #ChupNetflix | Netflix

Bila Raya, Tak Payah Ber… | #ChupNetflix | Netflix

Through a gloomy year spent in lockdown, Malaysians have relied on Netflix’s captivating original productions to keep them company while they dealt with social isolation, stress, and uncertainty.

“But during Hari Raya, the best moments happen off screen” explained Fishermen Associate Creative Director Andrew Perera. “Together with our partners at Netflix, we saw an opportunity to communicate something you don’t hear every day – stop using our product and be present in the moments with loved ones that can’t be
scripted”.

To do so, Fishermen tapped into a Netflix cultural connection unique to Malaysia. Their iconic Hans Zimmer composed intro chime’s phonetic similarity to ‘Tudung’ – the Malay headscarf traditionally worn by muslim women in Malaysia.

“This is something you can’t unhear, so we used it as the catchy mnemonic in our film – Bila beraya, tak payah ber-tudung – a culturally provocative way to say, when it’s Raya, you don’t have to Netflix”

“Raya festive content has been increasing tremendously for the past few years. Brands are easily drowned or forgettable if the work does not have a strong idea and a unique brand message. Our creative objectives were simple. Be fresh, cut through clutter, and be entertaining. Our Netflix film did just that” said Fishermen Co-Founder and Executive Creative Director, Andrew Tan.

Apart from the thumb-stopping power of its main hook, the film titled “Bila Raya, Tak Payah Ber…” features A-list Malaysian actor Bront Palarae, influential singer and style icon Cik Manggis, a musical dance number and a ton of Netflix easter eggs – see if you can spot them all! (There’s even a surprise cameo by Kucing Happy. The trendsetting Fishermen creation from their award-winning series of ads for BSN)

“With over 2.4 million views, 22.1 thousand reactions, 1.9 thousand shares and 7.1 thousand RTs on Facebook and Twitter at time of writing, it’s clear that by telling Malaysians to #ChupNetflix this Raya, we’ve met our objectives while winning hearts and minds in the process” claimed Joyce Gan, Fishermen Group Brand Director.

Fishermen Integrated is behind the Golden Kancil-winning #BersatuForMakan campaign for BFM89.9, as well as Kucing Happy for Bank Simpanan Nasional (BSN) Malaysia.

View the Netflix Raya 2021 Film on Netflix Malaysia’s Facebook.

CREDITS

Client: Netflix Malaysia
Agency: Fishermen Integrated
Managing Director: Mark Darren Lee
Group Brand Director: Joyce Gan
Account Manager: Charmaine Boo
Executive Creative Director: Andrew Tan
Associate Creative Director: Andrew Perera
Art Director: Mian Mian Chin

Copywriter: Andrew Perera, Nadira Irdayani, Asyraf Arshad
Production House: Layar Lucida
Executive Producer: Nadirah Zakariya
Film Director: Junad M Nor.

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