Stitching A Livelihood

MERIT

Malaysians often overlook their local artisans and the batik industry. They need to understand the importance of buying locally to promote local products. The "Behind The Seams" concept focuses on sharing the stories of B40 women, housewives, and single mothers to connect consumers with the artisans behind the batik products, fostering support for the local batik industry. This campaign received a MERIT in the Best Use of Cultural Insights category at the Kancil Awards 2022.

Campaign Overview

Overall, the first touchpoint aimed at building a more profound and emotional connection, while the second touchpoint focused on expanding campaign reach and facilitating direct action. The combination of these touchpoints allowed for a multifaceted approach to engage the audience, driving both awareness and potential sales, making the campaign more effective in promoting local batik and the artisans behind it.

---

Creative Team

Minnie Ang

Lai Yue Yen (Ian)

---