Raya

Assalamualaikum and hello people!

Last year when Raya was approaching, we were asked to share some ideas for Raya campaigns. I thought.. hurm.. this might be an area I'm good at (take note of the word "MIGHT"), and what the heck, I'd give it a try.

So I gave it a very deep thought. What would the target audience be attracted to, or most importantly - RELATE to. So I used my personal experience as an inspiration. Aaaaaand here it is.

When it comes to Raya, we always, always come across these common Raya images/icons - ketupat, rendang, kuih, duit raya, salam-salaman, baju baru,
BUT, there are things/scenarios which happen during Raya that people don't realise. Scenarios that almost all Malays can relate to.

THE IDEA
Difficult things become easy when it's Raya - share a bed with your fat cousin, wake up at 5.00am in the morning just to skip the hassle of fighting over the bathroom or spend an hour to look for your slipper after Raya prayer.

You don't mind going through all that, because it is that time of the year to be happy, thankful and blessed. (And to forgive the one who stole your brand-new Raya shoes at the mosque and to forgive yourself for bringing it in the first place)

So these are some scenarios that I can relate to.
Scenario #1: Sleeping beramai-ramai in the hall because there are just not enough rooms in grandpa's house.
Imagine thin, short, tall, fat, not too fat, not too tall cousins on top of one another, sleeping in the hall.
And the ad reads: It's that time of the year again. Selamat Hari Raya.

Scenario #2: Lining up to take a bath because there's only one bathroom in grandpa's house.
Imagine thin, short, tall, fat, not too fat, not too tall cousins and uncles in their towels, and aunts in their kaftan waiting in front of the bathroom.
And the ad reads: It's that time of the year again. Selamat Hari Raya.

Scenario #3: Slippers and shoes piling up in front of the mosque (for Raya prayer)
Imagine slippers, boots, high heels, technically all kinds of shoes you can find piling up in front of the mosque.
The ad reads the same thing.

Visually on print, it'd be nice in illustration ala Lat's.

I think when it comes to Raya ads, you have to show something that is very close to your audience's hearts. Something they can relate to, something they are familiar with, something that some times, they take for granted. Remind them to be thankful for what they had, and what they have.

Back to the idea - well, it didn't get executed.
Maybe I'll take this proposal to Petronas. Or Keropok Mony. Start small.