{"id":9747,"date":"2026-03-16T09:11:29","date_gmt":"2026-03-16T09:11:29","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9747"},"modified":"2026-03-16T09:11:29","modified_gmt":"2026-03-16T09:11:29","slug":"kenangan-tu-ke-mana","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/julies\/kenangan-tu-ke-mana","title":{"rendered":"Kenangan Tu Ke Mana?"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z19aoNY wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\">The short film follows Hidayah, a woman who visits Pusat Simpanan Memori, a place where memories from every stage of life are stored and revisited. Guided by a customer service officer named Zamri, Hidayah journeys through the chapters of her past, with her Hari Raya memories with her son Azmir taking centre stage. From lively celebrations during his childhood, to quieter and more distant moments as he grows older. These memories reveal a bond shaped by time and by promises that become harder to keep.<\/p>\n<p style=\"text-align: left;\">As Hidayah revisits these moments, subtle gaps and glitches begin to appear within her recollections. These disruptions hint at unresolved emotions and a growing distance between mother and son that has slowly formed over the years. Each memory invites viewers to reflect on presence and what it truly means to be there for the people who matter most. \u2018Kenangan Tu Ke Mana?\u2019 unfolds thoughtfully, drawing audiences into Hidayah\u2019s search for meaning within these fragments and the memories she holds closest to her heart.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-ZiWAc9 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1173937645?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=ce30373cb0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-images-xi42B wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-img-01.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-img-01.jpg\" alt=\"Two people staring at a computer screen for campaign Kenangan Tu Ke Mana?\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-img-02.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-img-02.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-Z1Re0LD wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><strong>Tzy Horng Sai, Director of Julie\u2019s Biscuits, said<\/strong>: \u201cEvery year, Hari Raya carries with it a quiet magic, where moments linger in the heart, long after the celebrations have passed. With \u2018Kenangan Tu Ke Mana\u2019, we wanted to shine a gentle light on the spaces between memories, the little gaps where understanding can fade, and the bonds that can grow stronger when nurtured with care. Just as Love Letters have been a sweet companion on festive tables, bringing people together to share and celebrate, this film is our way of celebrating presence, connection, and the simple acts of love that make Raya truly unforgettable. At Julie\u2019s, we hope to create stories that warm hearts, spark reflection, and remind us all of the beauty in showing up for one another.\u201d<\/p>\n<p style=\"text-align: left;\"><br \/><strong>Theophilues Tan, Creative Director of GOVT VCCP, said<\/strong>: \u201cHari Raya is often associated with togetherness, but we wanted to explore what that truly means today. In a time when we are constantly connected yet often emotionally distant, being present matters more than ever. Rather than focusing purely on tradition, the film examines the subtle gaps that can form in relationships over time, especially between parents and children. Through a science-fiction narrative, this film creates space to reflect on something deeply human: the moments we miss, the promises we postpone, the memories that quietly shape us and the choice to truly show up for the people who matter most.\u201d<\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-9747","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"9658","hero_video":"","hero_image":{"ID":9751,"id":9751,"title":"Kenangan Tu Ke Mana? - website banner","filename":"Kenangan-Tu-Ke-Mana-website-banner.jpg","filesize":213498,"url":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner.jpg","link":"https:\/\/www.vccp.com\/singapore\/work\/julies\/kenangan-tu-ke-mana\/attachment\/kenangan-tu-ke-mana-website-banner","alt":"","author":"77","description":"","caption":"","name":"kenangan-tu-ke-mana-website-banner","status":"inherit","uploaded_to":9747,"date":"2026-03-16 09:01:13","modified":"2026-03-16 09:02:25","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/singapore\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-768x720.jpg","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-website-banner-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Julie's Biscuits - Kenangan Tu Ke Mana?","meta-description":"Julie\u2019s Biscuits presents \u2018Kenangan Tu Ke Mana?\u2019, a sci-fi inspired Hari Raya short film by GOVT VCCP. Director Tzy Horng Sai explores the \"spaces between memories\" and the importance of nurturing family bonds.","social-media-image":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/03\/Kenangan-Tu-Ke-Mana-social.jpg","relateditems":[{"relateditem":{"ID":9663,"post_author":"77","post_date":"2026-01-14 06:43:28","post_date_gmt":"2026-01-14 06:43:28","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eJulie\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.\\u003cbr \/\\u003eThe 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.\\u003cbr \/\\u003e\\u003cbr \/\\u003eThat\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.\\u003cbr \/\\u003e\\u003cbr \/\\u003eThe 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.\\u003c\/p\\u003e\",\"blockId\":\"Z2m63BP\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2m63BP\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1154088172\",\"vimeo-unlisted-video-hash-value\":\"730a844bd3\",\"blockId\":\"Z27Y9KC\",\"blockUniqueClass\":\"lazyblock-video-Z27Y9KC\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eBlending suspense, humour, fear, and emotional depth, the film marked a significant tonal shift from Julie\u2019s previous Raya campaigns. Designed as a \u201cmini movie\u201d, it challenged conventional festive advertising by tackling heavier psychological themes such as unresolved grief and guilt, while still anchoring the story in the spirit of Hari Raya, renewal, healing, and second chances. The campaign was rolled out as a hero film across YouTube,TikTok, and Instagram, supported by Julie\u2019s wider festive product range.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe impact was immediate. The film garnered over 6.5 million views by mid April 2025, demonstrating strong audience engagement and widespread reach across the region. It also achieved an overall media performance rate of 175%, signalling that the campaign not only resonated emotionally but also delivered above expectations. Industry and public response further reinforced Julie\u2019s positioning, with many drawing comparisons to the iconic festive storytelling of Yasmin Ahmad, highlighting the brand\u2019s growing reputation as a creator of culturally meaningful narratives rather than traditional product led advertising.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eTzy Horng Sai, Director of Julie\u2019s Biscuits, said\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eAs we mark our fifth year of Raya storytelling, we take our audiences on a self reflective emotional journey about familial reconciliation and forgiveness. Our film delves into the silent killer of unresolved guilt and grief that destroy family dynamics. However, Hari Raya is a time of renewal, healing, and second chances, and we show the importance of addressing the psychological barriers in our healing process.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eAaron Koh, Chief Creative Officer at GOVT VCCP, added\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eUnlike our previous Raya films, we wanted to deliver a wild roller coaster of emotions this year, blending suspense, humour, fear, and sadness, to resonate with people from different backgrounds. It was a risky endeavour as we have grown a large fanbase over the years, with a recognisable Julie\u2019s Raya tonality, which we have now completely flipped for this year\u2019s. This festive season is the time for forgiveness, yet self forgiveness, a powerful step to happiness and renewal in life, is rarely discussed. We hope that with this film, we can start conversations surrounding the subject matter and encourage people to reflect on themselves this Raya.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\",\"blockId\":\"2lpXrn\",\"blockUniqueClass\":\"lazyblock-text-full-width-2lpXrn\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2002%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-1.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22200%5C%22%20src=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-1-300x200.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-1-300x200.jpg%20300w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-1-1024x683.jpg%201024w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-1-768x512.jpg%20768w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-1.jpg%201080w%5C%22%20sizes=%5C%22auto,%20(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:9664,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9664%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-1.jpg%22,%22sizes%22:%22%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2003%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-1.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22200%5C%22%20src=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-1-300x200.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-1-300x200.jpg%20300w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-1-1024x683.jpg%201024w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-1-768x512.jpg%20768w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-1.jpg%201080w%5C%22%20sizes=%5C%22auto,%20(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:9665,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9665%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-1.jpg%22,%22sizes%22:%22%22%7D%7D%5D\",\"blockId\":\"Z1mo8Oj\",\"blockUniqueClass\":\"lazyblock-two-column-images-Z1mo8Oj\"} \/-->","post_title":"An emotional Lari Raya for Julie's Biscuits","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"lari-raya","to_ping":"","pinged":"","post_modified":"2026-05-07 15:56:02","post_modified_gmt":"2026-05-07 14:56:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9663","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9650,"post_author":"77","post_date":"2026-01-14 06:43:32","post_date_gmt":"2026-01-14 06:43:32","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eJulie\u2019s Biscuits needed to authentically connect with Malaysian audiences during Deepavali, a festive occasion where the brand had not previously established a strong storytelling presence. Known for its emotionally resonant Hari Raya films, Julie\u2019s needed to translate that same cultural sensitivity and narrative depth into a different celebration, while avoiding the risk of feeling generic or culturally tone-deaf.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe goal: To create a culturally authentic and relatable Deepavali story that reflects real family dynamics, while reinforcing Julie\u2019s position as a brand that understands and celebrates the nuances of Malaysian traditions.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eGOVT VCCP once again stepped in to help. Leveraging their strong track record of festive storytelling for Julie\u2019s, the agency brought a regional perspective combined with deep cultural understanding of Malaysian audiences. Together, they set out to craft a story that balanced humour, tension, and emotional truth, using a distinctive creative device to turn everyday family interactions into something memorable and entertaining.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe result was \u201cThe Duel\u201d, Julie\u2019s first-ever Deepavali short film. Set in a lively and vibrant open house, the film captures a familiar festive scenario, multiple generations gathering under one roof, where seemingly innocent conversations quickly turn into moments of tension. At the centre of the story is a young woman and her outspoken aunt, whose interaction unfolds like a classic Western standoff. Each comment about marriage, appearance, and life choices becomes a symbolic \u201cshot fired\u201d, transforming relatable festive small talk into a cinematic duel. The film ultimately reframes these often-awkward interactions, reminding viewers that beneath the discomfort lies a desire for connection across generations.\\u003c\/p\\u003e\",\"blockId\":\"Z2m63BP\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2m63BP\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1153963036\",\"vimeo-unlisted-video-hash-value\":\"71bcf2057f\",\"blockId\":\"Z27Y9KC\",\"blockUniqueClass\":\"lazyblock-video-Z27Y9KC\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2002%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:9653,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9653%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02.jpg%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:200,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-300x200.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:427,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-1024x683.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02.jpg%22,%22height%22:720,%22width%22:1080,%22orientation%22:%22landscape%22%7D%7D%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2003%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:9652,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9652%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03.jpg%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:200,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-300x200.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:427,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-1024x683.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03.jpg%22,%22height%22:720,%22width%22:1080,%22orientation%22:%22landscape%22%7D%7D%7D%7D%5D\",\"blockId\":\"1KedgV\",\"blockUniqueClass\":\"lazyblock-two-column-images-1KedgV\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eBlending humour with emotional insight, the campaign uses the metaphor of a Western shootout to visualise the \u201csilent judgements\u201d many experience during festive gatherings. This creative approach allowed the film to tackle sensitive, culturally specific themes in a light-hearted yet meaningful way, while remaining highly relatable to Malaysian-Indian audiences. The film was rolled out as a hero piece across YouTube, TikTok, and Instagram, with Julie\u2019s Butter Crackers subtly integrated as a familiar festive staple, reinforcing their role in shared family moments.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe campaign resonated strongly with audiences and industry alike. The film amassed 2.53 million views by the end of October 2025 and achieved an overall media buy performance rate of 157%. It was widely praised for its cultural authenticity and its accurate portrayal of Malaysian-Indian family dynamics, with many highlighting how the \u201cduel\u201d metaphor made everyday festive tensions feel both humorous and heartfelt. Coverage across major marketing and business publications further positioned Julie\u2019s as a brand that understands local culture and is able to tell meaningful, nuanced stories.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eTzy Horng Sai, Director of Julie\u2019s Biscuits, said\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eWe are excited to present our first Deepavali short film, a thought-provoking project that speaks directly to the heart of what family means to us. Festive seasons often stir up family tensions from the past yet remind us that family can also unite us. The Duel explores these conflicting dynamics as opportunities to create deeper understanding. Our hope is that this short film will spark reflection and encourage viewers to see family interactions through kinder lenses and to embrace the different ways love is expressed across generations.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eKevin Poh, Executive Creative Director at GOVT VCCP, added\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eWe wanted to tell a simple yet relatable story that most Malaysian Indians experience during their Deepavali house visits, where unspoken judgements from relatives surface. To bring these \u2018silent\u2019 judgements to life, we employed the metaphor of a Western shoot-out to capture festive fun, showing that even old-fashioned comments often come from love and concern. The Duel reminds us that we\u2019re all still connected through tradition and love, even when we least expect it.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\",\"blockId\":\"2lpXrn\",\"blockUniqueClass\":\"lazyblock-text-full-width-2lpXrn\"} \/-->","post_title":"Winning a duel for Julie's Biscuits","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-duel","to_ping":"","pinged":"","post_modified":"2026-05-07 15:56:06","post_modified_gmt":"2026-05-07 14:56:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9650","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9689,"post_author":"77","post_date":"2026-01-14 06:43:24","post_date_gmt":"2026-01-14 06:43:24","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eHaving previously worked with PUMA on major regional activations such as the Standard Chartered Singapore Marathon in 2023, they came to us with a new challenge, to re-introduce and celebrate the return of the PUMA Palermo as a \u201cforever classic\u201d.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eAs a Singapore\u2011based agency with deep experience across SEA markets, we were able to bridge PUMA\u2019s regional brief with local nuances in Thailand, including production, craft partnerships and communications across Singapore and Thailand.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eSo we got to work, and created The Palermo Pop-up store, an immersive, larger\u2011than\u2011life experience, reconnecting consumers with the sneaker\u2019s Italian heritage and terrace\u2011culture roots.\\u003c\/p\\u003e\",\"blockId\":\"Z2m63BP\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2m63BP\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1154079377\",\"vimeo-unlisted-video-hash-value\":\"adff6f2706\",\"blockId\":\"Z27Y9KC\",\"blockUniqueClass\":\"lazyblock-video-Z27Y9KC\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2001%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-4.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22200%5C%22%20src=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-4-300x200.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-4-300x200.jpg%20300w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-4-1024x683.jpg%201024w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-4-768x512.jpg%20768w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-4.jpg%201080w%5C%22%20sizes=%5C%22auto,%20(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:9690,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9690%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-4.jpg%22,%22sizes%22:%22%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2003%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-5.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22300%5C%22%20height=%5C%22200%5C%22%20src=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-5-300x200.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-5-300x200.jpg%20300w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-5-1024x683.jpg%201024w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-5-768x512.jpg%20768w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-5.jpg%201080w%5C%22%20sizes=%5C%22auto,%20(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:9691,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9691%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-5.jpg%22,%22sizes%22:%22%22%7D%7D%5D\",\"blockId\":\"1KedgV\",\"blockUniqueClass\":\"lazyblock-two-column-images-1KedgV\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe campaign came to life through multiple installations, including a 13 ft PUMA Palermo sneaker that took over 5 Thai craftsmen over 300 hours to meticulously create. A functional life-sized foosball court sat alongside a tiered terrace - synonymous with the terrace culture that the PUMA Palermo was made famous by. The double-storeyed Stadio Palermo also housed a shoe customisation workshop, where visitors could have their Palermo sneakers customized by Thai artist Silapa Chantararat. All the activations were designed to drive emotional connection through experience, positioning the Palermo not just as a product, but as a cultural icon.\\u003cbr \/\\u003e\\u003cbr \/\\u003eThe installations served as a portal into the vibrant and effortlessly playful universe of PUMA Palermo. Stepping into the space, guests were transported onto a journey that evoked the essence of Palermo while paying homage to the coastal capital of Sicily in which the Palermo was proudly named after.The experience lasted a week and welcomed 15,000 guests including members of the Media, Key Opinion Leaders, Trade Partners, and celebrities from Thailand, Singapore, Indonesia, Malaysia and the Philippines. The campaign had over 82,000,000 impressions, appeared in over 350 media publications, and sold thousands of Palermo shoes.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\u201c\\u003cem\\u003eI was thrilled to unveil our inaugural PUMA Palermo pop-up in Bangkok, marking a historic first for Southeast Asia. With the pop-up, we didn\u2019t just bring back Palermo; we created a timeless, experiential journey celebrating its status as a forever classic.\\u003c\/em\\u003e\\u0022 - \\u003cstrong\\u003eEleanor Wang, director of marketing at PUMA Southeast Asia\\u003c\/strong\\u003e.\\u003c\/p\\u003e\",\"blockId\":\"2lpXrn\",\"blockUniqueClass\":\"lazyblock-text-full-width-2lpXrn\"} \/-->","post_title":"Puma Palermo: a forever classic","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"stadio-palermo","to_ping":"","pinged":"","post_modified":"2026-05-07 15:55:58","post_modified_gmt":"2026-05-07 14:55:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9689","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"related_content_title":"You may also like","hide_related_items":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work\/9747","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/users\/77"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/media?parent=9747"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}