— PROJECT NAME
Wall's Mochi
— MY ROLE
Art Direction
Graphic Design
Illustration
— AGENCY
MEAS
— CREATIVE DIRECTOR
Dennis Claveria
— DATE
20/01/2023
As the Art Director for the Wall's Mochi Milky and Banana campaign in Cambodia, my primary responsibility was to localize the regional asset and create a visually captivating and culturally relevant campaign to launch the product. This involved translating the brand's messaging and aesthetics into a local Khmer key visual, as well as developing animations, TV commercials (TVCs), and other supporting visuals.
These designed KV assets has also been provided for Wall's Laos to launch in Laos market.
Challenge
Ice cream is not something that occupies everyone's thoughts regularly or is consumed on a daily basis. People only indulge in ice cream when they desire a special and indulgent snack. This indicates that people still perceive ice cream as a type of snack that is reserved for special occasions.
Solution
By encouraging people to incorporate ice cream into their post-meal routine as a dessert or daily snack, there exists a significant potential to boost consumption. Given the relatively quiet state of the Cambodian market, Wall's wants to seize this opportunity to launch an attention-grabbing WOW campaign that captures the interest of our target audience and generates widespread buzz.
Strategic Direction
Anyone can find happiness, but they won’t find it everyday and not everyone can always find happiness. In this case, Wall’s will jump in and turns everyday happiness into something everyone can choose to have and easily access to within a reach of hand as well as allowing people to feel that they don’t need a special day to treat themselves well anymore.
Wall’s Mochi Milky
Wall’s Mochi Banana
Influencer Campaign
Launch Campaign
By leveraging hashtags like #WallsCambodia #WallsMochiMilky, We also teamed up with content creators to create a buzz among our target audience. I also played a role in providing creative concept to better align with the campaign's essence including the song and dance move sample. That also includes providing art direction of the product photo albums from the cross-posting pages.
