KUALA LUMPUR, MALAYSIA — Ensemble Worldwide and Universal McCann’s Raya campaign for Ikano Centres, part of IKEA Southeast Asia, calls out for an out of this world Raya celebration this year.
The nationwide ‘Raya Kau Kaw Kaw’ campaign, translated as an all-out Raya for all shopping centres under Ikano Centres including Toppen Shopping Centre, IPC Shopping Centre, MyTOWN Shopping Centre and Batu Kawan Link Building, sees the central character Mak Jemah push herself to the limits to make this Raya the very best.
Didi Pirinyuang, Executive Creative Director of Ensemble Worldwide said, “The reality of Raya will be one of physical distance from the wider family. With all the world’s big celebrations suspended by the pandemic, we wanted to use the opportunity to let people forget about their problems for a while. That feeling that yes, no matter what, we’re going to celebrate Raya to the max, in however way we know how, and make it memorable despite everything.”
The film sees Mak Jemah immerse herself into Raya preparations and celebrations, despite the absence of her children. In the process, they connect with her through time and space for the ultimate Raya celebrations.
Didi adds, “Played out through the antics of Mak Jemah and her three children, we were able to go all out with the ideas we came up – the more outlandish and extreme the better – to create something utterly unexpected, lighthearted and fun.”
“The central character of Mak Jemah is relatable to Malaysians, whether you celebrate Raya or not, as we have all been in the same position of not being able to enjoy festive celebrations, faced disappointment of missed gatherings, and missed family members who are spread out around the world. This year’s tone for our film brought that basic message through – though we find ourselves in these unexpected circumstances, we can still go all out and make the very best this Raya. The team really hit the high notes with this, and we hope our viewers enjoy it just as much as we did in producing it.”
The film released on 28th April 2021 on digital platforms and has over a million views on YouTube and Facebook.
CREDITS
Ikano Centres
Head of Marketing & Innovation – Andrew Yeoh
Head of Customer Experience & Digital – Natasha Aziz
IPC Shopping Centre
Marketing Manager – Mark Tan
Toppen Shopping Centre
Marketing Manager – Nicole Tong
MyTown Shopping Centre
Deputy Centre Manager – Christopher Koh
Ensemble Worldwide
Executive Creative Director – Didi Pirinyuang
Creative Consultant – Mun Tuck Wai
Creative Group Head – Jennifer Wee
Junior Art Director – Jessica Cheah
Creative Group Head (Copy) – Marlina Padzil
Copywriter – Fahmee Kamal
Producer – Ezurain Ekhwan
Brand Management
Digital Brand Director – Andy Ng
Senior Digital Brand Executive – Yap Wei Zin
Directors ThinkTank
Executive Producer: Pete Singh
Film Director: Hyrul Anuar
Producer: Suraya
