PROJECTS

At a time when Dettol is being treated as a commodity instead of a “brand” by the younger generation, the Dettol client came to us at MAD School to come up with a strategy to engage Gen Y and Z through user-generated content to create a lasting emotional connection with the brand. Our team worked on an insight which started off with a simple observation. People in the ’90s and before used less complicated equipment and tools such as typewriters and floppy disks to create and showcase their work. However, with the evolution of the internet and diverse social media platforms coming into play, Gen Y and Z have been enabled to create in varied ways, which wouldn’t have been possible if not for SM platforms. Thanks to technology, a new breed of creators has emerged. The observation that led to the insight was that ‘if it weren’t for the internet and the platforms, these creators might have not even realized that they can make magic’. This thought lead to the insight ‘We are all capable of making magic’. With that insight in mind, we proposed the “#HandsMakeMagic’ idea, a timeless, local and global proposition which linked with Dettol enabling people around the world to create magic while ensuring the cleanliness and safety of others by helping break the chain of infection.

Access to OTT platforms such as Netflix has changed people’s preferences in how and what they choose to consume. There is an increased interest in foreign-language content. Turkish, Spanish, Mexican-Spanish, Colombian-Spanish, Italian, Korean, Chinese, and movies/TV series from other such languages and countries are proving popular. A key reason for this is the growing number of diaspora communities in most countries. The idea “We Create, for you” came from the insight of increasing numbers of people wanting to consume entertainment from different parts of the world. What if Netflix were to recruit and groom and enable creators from different parts of the world to create Netflix original content from those parts of the world where there is high demand for such content? The fact of the matter is that today’s entertainment should be similar in look and feel to today’s world.

The idea “The place that crafts your place” came into play from an insight that most of us are familiar with but barely pay any attention to. We all have friends who jump at the opportunity to be the host for an event or cook a delicious meal for a function or have good mixology skills. However, most of them do these as hobbies or even to help out friends. They will not necessarily build a career out of these skills. The agency team which worked on this enrolment campaign wanted to bring these shadowed skills to the forefront of potential students’ minds, stating that in fact there is a place for to you hone the skills you always had but never really paid attention to in terms of building a career out of them. The main print ad depicted the ‘before’ and ‘after’ lives of students who had put those side-lined skills to use.

1990 is the official number for Sri Lanka’s State-owned ambulance service. A pitch was called in to launch the ambulance service. The idea “Obe Prathama Amathuma” – “Your first call” stemmed from an emergency medicine process insight. In an emergency medical situation, if you are a bystander or anyone who has come to the aid of an injured person unless you are a trained medical professional you should never try to administer any medical procedure or move the injured person. In an ideal situation, your first move should be to call the country’s emergency ambulance service number and secondly try to make the injured person as comfortable as possible, thirdly hand over the injured person to the paramedics who are first on-site. To bring out the idea more strongly we tied “Your First Call” to religious symbols which stand for protection and safety in all religions in Sri Lanka.

An IT company reach out to the agency to launch their latest fuel payment app. One of the interesting app names and logos we proposed are shown in the sample image. The app name “Pompay” came into play from the common Sinhala language word used for the gas station pump and nozzle, “pompea”. The pronunciation of this word gives us the sound “pay” at the end. Hence, the use suggestion of “Pompay” for the fuel payment app.

Do you have a lucky shirt you pick for any occasion when you just might feel like you need a bit of luck? Do you have a favorite dress that makes you feel lucky when you wear it? I’m sure it’s a yes from most of us. The concept speaks to the sentimental value people place on clothes, which gives a sense of assurance and builds an image of care. By personifying the clothes you wear on a daily basis, we came up with the idea “The treatment your clothes deserve,” to say that like you, even your clothes deserve a spa day.