Tag: The Shout Group

Kuala Lumpur, Malaysia – 7-ELEVEN has partnered with The Shout Group’s creative arm, FCB SHOUT, for its latest campaign, which features a live-action music video and a new brand ambassador. 

FCB SHOUT’s latest campaign for 7-ELEVEN aims to appeal to the younger generation, promoting the retail giant to Malaysian consumers’ hearts and minds once again. 

The campaign includes an animation mixed with a live-action music video and a hip-hop track produced from scratch. Titled ‘Senang Lenang Dengan 7-ELEVEN’ (Easy Peasy With 7-ELEVEN), the vibrant music video adds a much-needed youthful feel. 

Furthermore, the music video also introduced Malaysians to 7-ELEVEN’s newest 3D brand ambassador, the friendly, trendy, and rap-loving ‘Even’. 

‘Senang Lenang Dengan 7-ELEVEN’ is currently running across all 7-ELEVEN Malaysia’s social and digital channels in conjunction with the Hari Raya festive celebration.

Commenting on the project, Syahriza Badron, general manager at FCB SHOUT, said, “A big shout out to the amazing team at 7-ELEVEN Malaysia for entrusting this campaign with us. We know brand campaigns are not usually part of 7-ELEVEN’s marketing plans, so for them to hand this huge responsibility to us as they seek to regain their dominance in the ultra-competitive retail space reflects the quality of work that we delivered during the pitch. Instead of merely answering the brief given, we challenged it and came back with an idea that made a lot more sense for the brand to sustain and continue building on in the long run, instead of just another one-off project that’d be forgotten as soon as the campaign ends.”

Meanwhile, Jonathan Chan, creative director at FCB SHOUT, shared, “The clients wanted a brand ambassador for 7-ELEVEN to spearhead this campaign. But we knew that creating a character using a real person would cost the brand a lot of money, and they would only be able to use the ambassador for this short campaign period. So, we drew inspiration from cultural icons like Daft Punk, Deadmau5, and even The Stig to create a masked character that the brand could not only continue using for a long time but truly own and call their own as well. We then worked closely with our production partners to bring this character named Even to life via 3D animation and created a Hari Raya music video to introduce the character alongside an original rap song, which comes complete with a 7-ELEVEN iconic doorbell jingle.” 

“With Even as the hero, the energetic music video showcases how easy it is to celebrate a memorable Hari Raya with 7-ELEVEN’s wide variety of goods. The campaign came out better than we expected given the tight deadline, and a lot of credit has to go to our partners at KDCo, TELL Enterprise, Grey Common Studio, and Max Fx Studio for the incredible work,” he added. 

Kuala Lumpur, Malaysia – Creative holding company The Shout Group has secured 15 new business wins this year, including major brands Pepsi, Wonda, Tropicana, Offspring, Mi Sedaap, Febreze, and Mr. DIY.

Headlining the company’s roster of new clients is the beverage manufacturer Etika, with FCB SHOUT assuming the creative responsibilities for three of its key brands: Pepsi, Wonda, and Tropicana.

The ad agency had previously worked on a partnership with Etika for its Chinese New Year campaign “Save the Drama with Pepsi,” which yielded significant success. Along with Etika, the agency has also secured multiple projects from PepsiCo Malaysia for Pepsi during this year’s Hari Raya celebration and design duties on Tropicana.

FCB SHOUT will also be taking on several other major Malaysian brands, such as Mr. DIY and EcoWorld, a homegrown retail chain and renowned property developer, who have assigned the agency several major developments and festive campaigns to handle.

Additionally, FCB SHOUT will be handling former clients Mi Sedaap and GLAD, further underscoring the agency’s reputation in the FMCG marketing scene.

The company has also bolstered its financial services portfolio, with FCB SHOUT taking under its wing a key project from Sun Life Malaysia. Meanwhile, AIG Malaysia selected the group’s boutique creative consultancy, IGNITE, for creative work.

The Shout Group has also been working to strengthen its cross-border capabilities. The company was selected to develop multiple campaigns for the game maker Hasbro in Asia-Pacific, handle key assignments for P&G’s Febreze Malaysia and Singapore, and receive additional market remits from existing clients McCain and premium baby care brand Offspring.

The company’s new business wins show a remarkable two-fold surge from the previous year.

Commenting on FCB SHOUT’s appointment, Amy Gan, vice president of Marketing at Etika, said, “We firmly believe in FCB SHOUT’s unmatched creativity and strategic brilliance. What sets them apart from others is their unwavering commitment to finding solutions even amidst the most challenging circumstances. They excel in collaborating, making every project a true partnership. The respect they show for our opinions and their determination to go the extra mile speaks volumes about their dedication.”

Meanwhile, Syahriza Badron, general manager at FCB SHOUT, shared, “We’ve fortified our creative and brand management team, empowering us to redouble our dedication to seizing new business opportunities. This commitment to growth has been the driving force behind our remarkable series of achievements. We’re also strategically geared towards expanding our client portfolio across all industries. Our aim is to enhance our team’s skills by exposing them to various sectors. This approach not only broadens our expertise but also strengthens our ability to thrive across diverse industries.”

Shaun Tay, co-owner and CEO of The Shout Group, also expressed his unshakable trust in his agency’s people.

He said, “Our successes mean that The Shout Group is on track once again to achieve another record year-end finish. And it’s all thanks to a team that’s been voted time and time again as the best in the business. We’re now laying the foundations for 2024 with key people ready to take on more well-earned responsibilities and our new talents fired up and ready to go. More to come.”