“The surreal spectacle we finally came up with was something that immediately resonated with us.”
With the cost of living rising, HappyFresh wanted to bring a little cheer and give Malaysians a reason to be happy about going to the grocery store.
And while that might be a tall order, they did do something fun with an entertaining new campaign film featuring disembodied legs dancing down the aisles.
HappyFresh worked together with Imaginary Friends and Directors Think Tank in a surreal spot featuring rising Malaysian rap artist Hullera.
“The challenge here, even with the great offering from HappyFresh Supermarket, was to find the magical in the mundane that could cut through the clutter.,” said Adam Chan, Creative Director of Imaginary Friends.
“The surreal spectacle we finally came up with was something that immediately resonated with us. It takes the fun and raw exuberance our young HappyFresh audience seek, and pairs it with the brand promise in a truly unexpected way.”
Directors Think Tank’s Sling Ng added: “We could have done it with motion control, but we felt that a manual approach would give us room to improvise and be spontaneous on the spot. And when you’re working with professional dancers and talent, you always need to make room for those moments of inspiration.”
The dancing legs were choreographed by Danny Lee of 3P and in addition to starring in the film, Hullera also wrote an original composition with DJ Zigg for the spot.
There is also a behind-the-scenes look.
Client: HappyFresh Malaysia
Head of Marketing, Malaysia – Darren Lee
Creative Lead, Malaysia – Paul Leong
Regional Head of Brand & Creative: Finy Tjong
Regional Assistant Brand Manager – Okky Octavianus Daud
Regional Group Creative Lead – Yohanes Devan Rudinatha
Agency: Imaginary Friends
Creative Director – Adam Chan
Head of Art – Siok Yee
Art Director – Shu Jun
Production: Directors Think Tank, KL
Film Director – Sling Ng
Producer – Shu Ying
Executive Producer – Tek Nam
Line Producer – Yuji
DOP – Nicholas Chin
Art Department – Something Reel
Wardrobe – Precision Movement
Editor – Boyd See
Post house – Tank 3 Asia
Audio house – DTT Audio
Composer & Performing Artiste – Hullera
Composer & Producer – DJ Zigg
Manager – Feqa
Choreographer – Danny Lee
Dancer – Olivia Liew
Dancer – Ezra Tham
Dancer – Shasya
Dancer – Roxane Tey
Dancer – Usher Lee