When we found out that Malaysian actress Michelle Yeoh had become the first Southeast Asian woman to be nominated for an Oscar, we wanted to pay homage to her monumental achievement.
So we broke every rule in the brand book…
How? By turning our familiar and beloved Julie’s girl into Michelle on the day her nomination was announced.
A salute from one Malaysian icon to another.
On the night of the Oscar’s, we watched a livestream with bated breath as they announced her win! We immediately touched base with our media contacts in Malaysia, giving them the green light to go live with our billboards across highways in the downtown area. And within a few hours, we made it to the top of Malaysia’s Reddit page r/Malaysia. Watch the case study video below to see how it all went down.
With a minimal budget, this campaign made a huge splash at awards shows and industry publications, and received much love from from Malaysian netizens.
And that’s how movie star Michelle Yeoh made Julie’s go viral.
Awards:
Markies - Gold (Most Creative - out of home)
Markies - Gold (Most Creative - social media)
CCA (GONG) - Gold (Best use of Real-Time Response)
CCA (GONG) - Silver (Real-Time Response)
CCA (GONG) - Silver (Breakthrough on a Budget : Outdoor)
CCA (GONG) - Silver (Creative Effectiveness : Outdoor)
CCA (GONG) - Finalist (Best Use of Digital Screens)