{"id":9663,"date":"2026-01-14T06:43:28","date_gmt":"2026-01-14T06:43:28","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=work&p=9663"},"modified":"2026-05-07T15:56:02","modified_gmt":"2026-05-07T14:56:02","slug":"lari-raya","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/julies\/lari-raya","title":{"rendered":"An emotional Lari Raya for Julie’s Biscuits"},"content":{"rendered":"
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Julie\u2019s Biscuits faced a unique challenge, how to continue standing out during the highly competitive Hari Raya season, while staying true to the emotional storytelling the brand has become known for. Over the years, Julie\u2019s has built a strong reputation for cinematic festive films centred around family, forgiveness, and reconciliation. But with a growing fanbase and increasingly high expectations, the brand needed to evolve its storytelling approach without losing the authenticity and emotional depth audiences loved.
The goal: To deepen its cultural relevance and spark more meaningful conversations around forgiveness, particularly the often overlooked theme of self-forgiveness, while continuing to engage a broad, regional audience.

That\u2019s when GOVT VCCP stepped in. Building on a long-standing creative partnership, the agency set out to push the boundaries of Julie\u2019s traditional Raya storytelling. Together, they developed a narrative that would feel less like an advertisement and more like a compelling short film, one that could resonate across different audiences while reinforcing Julie\u2019s position as a cultural storyteller in the region.

The result was \u201cSelamat Lari Raya\u201d, a bold departure from previous campaigns. The short film tells the story of Johan, a man haunted by guilt and a troubled past. Orphaned at a young age and led down a path of crime, Johan finds himself imprisoned, not just physically, but emotionally. His deepest burden is the guilt he carries over the death of his grandmother, Melati, whose presence continues to haunt him.<\/p>\n <\/div>\n<\/section><\/div>\n\n

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