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Creative

Dental Care Brand Darlie Malaysia Highlights Expectations of Mums in Beautiful Mother's Day Film

In a world of always-on societal pressure, campaign from FCB Malaysia seeks to reassure mums that they already know what’s best

Dental Care Brand Darlie Malaysia Highlights Expectations of Mums in Beautiful Mother's Day Film

A mother’s role is hard enough, and yet it’s made even more difficult by the burden of unfettered commentary and opinions. But whose expectations should really matter? That’s the central premise of FCB Malaysia’s latest piece for Darlie Malaysia, released in conjunction with Mothers’ Day 2021.

Melissa Wong, marketing director of Hawley & Hazel Malaysia, comments: "As a mother myself, I know very well that motherhood is a constant struggle. But the burden becomes heavier when mums are weighed down by not only their own expectations on themselves, but also the expectations of others of what they should or shouldn’t do as a mother. But, when we take a step back, we will realise that it’s impossible to be perfect and to please everyone around us. That’s why, this Mother's Day, we want to remind all mums that even though there will be times where you struggle and believe you’ve failed in the eyes of the world, doing your best will always be perfect enough, especially to the ones who call you ‘mum’."

‘Expectations’ is the first in a series of brand initiatives by Darlie Malaysia that aims to show the story behind an authentic, confident smile as encapsulated by its tagline of ‘Your Smile Shines’.

“This project introduces Darlie Malaysia’s belief that the only benchmark we should measure ourselves against is our own. Hence, in an era of unrealistic depictions of ‘perfection’, what matters most this Mother’s Day is that our mums are celebrated for all that they’ve done for us, despite the unrealistic expectations stemming from social media and the rigidity of societal norms," said Tjer, creative director of FCB Malaysia.

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Client: Hawley & Hazel Marketing Malaysia

General Manager, Malaysia & Indonesia: Ian Chew

Marketing Director: Melissa Wong

Senior Brand Managers: Adeline Cheah, Michelle Shu, Kam Wai Mei

Assistant Brand Managers: Chan Wei Long, Chia Yune Lyn

Agency: FCB Malaysia

Co-owner & Chief Executive Officer: Shaun Tay

Co-owner & Chief Creative Officer: Ong Shi Ping

Creative Director: Tjer

Creative Group Heads: James Voon, Jonathan Chan

Senior Art Director: Jamie Hendricks

Senior Copywriter: Lysha Zulkifly

Account Director: Diana Chua

Senior Account Executive: Jane Leong

Producer: Michael Loh

Production house: D Moving Pictures

Film Director: Dick Chua

Producer: Jocny Lai

Music, Sound Design & Composer: Pitch Audio & Magic

Executive Producer: Chawirat Tan

Producer: Carmen Ten

Composer: Kimberly Chin

Post house: Asia Pacific Videolab

Offline Editor: Troy

Online Artist: Corey

Colorist: Kah Seng

Cast: Zhiny Ooi, Dayang Aliyah, Dayang Aminah, Dian Aleena, Chin Seng Yi

Category: Beauty & Health , Dental Care

Genre: Storytelling