Kuala Lumpur, Malaysia – Doubling down on its brand promise of ‘It’s All About You’ in conjunction with its 25th anniversary, Domino’s Pizza Malaysia has brought back its highly demanded and requested Ssamjeang range to give Malaysians the spicy Korean flavours that they have been missing for two years. Entitled ‘There’s Ssam Heat You Just Can’t Beat’, the campaign was done in collaboration with ad agency FCB SHOUT.

To celebrate Ssamjeang’s return, FCB SHOUT cooked up a 360-degree campaign that echoes the emotions of the limited-time range’s fans in the most Korean way possible – a dramatic, teary welcome that’s usually reserved for the reunion of long-lost lovers in K-dramas – while amping up on the offerings’ unique Korean-inspired spiciness that Malaysians love and miss.

Linda Hassan, group CMO of Domino’s Pizza Malaysia, Singapore, and Cambodia, said, “Bringing back Ssamjeang marks more than just the return of an iconic range but also reinforces our It’s All About You ethos.”

“Our Ssamjeang range’s popularity among Malaysians makes this campaign one of the most important ones to us this year. FCB SHOUT and our team have poured a lot of heart and soul into the communication strategy and plan to bring the campaign to life, and the collaborative effort has resulted in some really wonderful works that would get all Domino’s Ssamjeang fans excited about its return,” Hassan said.

The ‘There’s Ssam Heat You Just Can’t Beat’ campaign gives the stage and spotlight to the range’s limited-time offerings and their adored spicy taste profiles, which include fan-favourites like Ayam-Haseyo, as well as new and improved ones, such as Ssamjeang Beef Bulgogi Pizza.

Meanwhile, Jonathan Chan, associate creative director of FCB SHOUT, shared, “Domino’s Ssamjeang has a special place in the hearts of Malaysians, so we want to ensure that our campaign does the iconic range justice in celebrating its long-awaited return.”

“Every piece of work in the campaign – from the films to the visuals – is crafted to evoke the longing and anticipation that consumers have for Domino’s Ssamjeang, through a visually stunning showcase of all the delicious and spicy Korean-inspired elements that made them fall in love with the range in the first place.”

The campaign can be seen across all media channels, including ATL, BTL and social media as well as in every Domino’s Pizza Malaysia outlet.

Sydney, Australia Former CEO at Clemengert BBDO Sydney, Pete Bosilkovski, alongside former ECD at The Monkeys, Vince Lagana, and former creative and marketing operations lead at Clemengert BBDO Sydney, Jeremy De Villiers, have joined forces to launch a new agency, It’s Friday that will offer a connected service offering across creativity, media, CX and PR. The trio underscores the strengths of their combined experiences and their chemistry having worked together for over 10 years, as well as their philosophy that ‘Energy powers brands’.

Aside from his role at Clemenger BBDO Sydney, Bosilkovski also held leadership roles at VMLY&R and Leo Burnett Sydney. Meanwhile, Lagana also held roles at Leo Burnett Sydney and spent two years at Goodby Silverstein & Partners San Francisco. Lastly, De Villiers also led operations at The C Suite, VMLY&R, and Leo Burnett.

Bosilkovski shared his thoughts on the new agency, saying, “Just as Friday the day evokes that positive, memorable and energetic feeling, we believe brands fuelled with energy have the potential to leave behind a strong feeling or memory too. A brand that is charged with energy, will build brand value for consumers, meaning it helps build preference, advocacy and increases selection at the point of purchase.’’

He also commented regarding his team said, “Vinnie, Jez and I have worked in some of the best and most awarded creative companies in the world. After running companies for nearly a decade, it’s been a dream to build our own brand with like-minded people who deeply care about the type of product we put out to the world. Although we’re launching in a pandemic, we felt the time was right. In fact, it was one of the drivers behind the name and philosophy of It’s Friday.”

Meanwhile, Lagana commented on the partnership with his long time co-workers.

“I’m fortunate to have worked with some of the best talents in the industry and I’m excited to now call two of the very best my business partners. This has been a long time coming for Bos, Jez and me. They are the embodiment of the energy we want to bring to everything we do and true champions of our creative offering. Our independent It’s Friday free spirit allows us to do things our way, to question what seems unquestionable which in turn leads to braver creative work for our clients and a happier work environment.”

Another member of the trio, De Villiers, shared his excitement on the process, saying that they want to ensure that their offering impacts a brand’s energy in a connected way, from day dot. He also added that the beauty of what they are building is that they have no obstacles in their way. 

”Our aim is to be able to shape brand experiences across owned, earned and paid with equal energy, and operate at the speed of an independent. The latter excites us, in particular when you work with brands that need to thrive in high paced, fiercely competitive categories. Over the years, we’ve worked with the biggest brands and most complex business models. This has shaped the orientation of our business model to work in any business category and offer the relevant services across the entire customer journey,” De Villiers said.

It’s Friday will be launching with iconic fast food brand Domino’s as its founding client.

Adam Ballesty, chief marketing officer at Domino ANZ, commented, “I couldn’t be more excited to appoint It’s Friday as our new creative agency. Their creative horsepower talent with Vinnie and Jez is simply the best all-rounder and ops person I have ever come across and the industry all know I have had a big crush on what Pete brings to the table for a long time.” 

He added, “I still haven’t met a person that fights for an epic idea more than Pete. This team is part of our team like I have never seen. I’m thrilled to be able to work with Its Friday alongside my passionate and energizer bunny team to propel Domino’s into the next stage of growth and success. Watch this space!”

It’s Friday has recently appointed a head of strategy whose identity is to be announced imminently.