KUALA LUMPUR, MALAYSIA — In response to the positive feedback from the campaign’s Malaysian and Australian launch, Hartalega, manufacturer of COATS Gloves, has expanded the scope of FCB SHOUT’s “Care with Every Wear” campaign to cover its selected Europe markets, with plans in place to also feature the campaign in other parts of the world.
Developed by FCB SHOUT, the advertising arm of Malaysian-owned and operated creative services company THE SHOUT GROUP, “Care with Every Wear” promotes, educates, and generates a sampling of COATS Gloves, a revolutionary glove enriched with Colloidal Oatmeal that’s designed to moisturize, protect, and soothe the skin of users, especially for those who wear gloves for prolonged periods. Targeting primarily healthcare workers, the campaign also addresses other audiences who have a need for protective wear, such as those in F&B, aesthetics, and life sciences industries.
The campaign shows the transformative effects of using COATS Gloves in brand commercial and user testimonials films before directing viewers to the campaign’s microsite to receive or send a sample box of COATS Gloves. The site also serves as a hub to collect post-sampled user testimonials that can be used for further testimonial materials. A comprehensive digital-focused media plan covering Meta, Google, and other social media platforms was deployed for the campaign.
Since its launch in May 2024, “Care with Every Wear” has earned extremely positive responses from the audience. MUN Global, the distributor of COATS Gloves in Malaysia and Australia, received well over a thousand requests for product samples. FCB SHOUT was appointed to handle both creative and media duties in 2023 following a pitch that involved multiple agencies.
Tjer, Head of Creative AT FCB SHOUT, commented, “It’s not every day we get to work on a large-scale global campaign, so this was as much a monumental milestone as it was a great learning experience for all of us at the agency. The biggest challenge for us was to create a campaign that would resonate well with a global audience while using languages, talents, and even the little communication and creative nuances that would be equally effective here in Malaysia as well as in other parts of the world. Thankfully, the clients have been amazing in providing us with the support as well as the insights that we needed, and our production partners have been extremely professional in helping us bring this project to life.”
CREDITS:
Title: COATS Gloves Care with Every Wear
Hartalega
General Manager: Teh Weng Joo
Senior Marketing Manager: Shirley Thum
Marketing Communication Manager: Chin Yin Kiat
Marketing Communication Senior Executive: Catherine Marie Leonard
MUN Global
General Manager: Saam Lee
Marketing & Branding Manager: Alicia Lim
Assistant Branding & Communications Manager: Jenny Wong
Marketing Manager: Kristy Coulter
Communications Manager: Narisha Maharaj
FCB SHOUT
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Wang Ie Tjer
Creative Directors: James Voon, Jonathan Chan
Senior Copywriter: Anndrea Lye
Copywriter: Nicholas Yap Bin
Senior Designers: Snowny Ng Chee Wen, Fadhli Aduan
Senior Producer: Amin Taib
Brand Director: Ida Zainol
Project Executive: Nur Iffah Fahmi
Production House: KDCo.
Director: Ng Mun Shen
DOP: Kenz Koh
Executive Producer: Fendi Harjoh / Syamimi Ali
Post House: Golden Blink Venture & Blaze Studio
Offline Editor: Danboy
Online Artist: Munchong
Audio House: Crosstown Connection
