Raya is the season of travelling back home and celebrating with vibrant traditional clothes, brightly lit home decos and feasting on colourful traditional Malay delicacies. This year, we worked with Sime Darby Property to bring you a popping fresh Raya campaign with the tagline #POPRAYA2019.
To create a distinctive visual that has it’s own characteristics to define the Sime Darby Property Raya spirit, we fused vibrant colours found during Raya together with Islamic patterns and a striking bold line for a complete visual impact.
Layer (01)
VIBRANT COLOUR
Layer (02)
ISLAMIC PATTERN
Layer (03)
BOLD LINE
Sime Darby Property sampul Raya received three type of design execution which was placed on DTO (Sime Darby Property’s Co-creating Website) for the general public to vote and the chosen design here is adapted into different elements of Raya.
Ketupat
Ketupat is a traditionally served by Malaysian-muslims at their open houses during Hari Raya Aidilfitri where the crossed weave of the ketupat means mistakes and sins committed by human beings which is contrasted by the inner white rice that represents purity and deliverance from sins after observing Ramadhan fast and prayers.
Rumah Kampung
Hari Raya is one of the biggest holidays in Malaysia, and many city Muslims will balik kampung (return to their family home) by driving or flying to be with their families and loved ones for a number of days. This is a general depiction of a kampung house which people can easily relate to.
Salam
Beri salam (greeting your host) and salam kemaafan (asking for forgiveness) are two of the common practices during Raya that involves the shaking of hands which we have illustrated in this option.
Masjid
On the first day of Raya, all Malaysian-Muslim will head over to the masjid (mosque) to perform prayers before heading out to celebrate Raya!
Each pack of Sime Darby Property Raya packet comes in two sets of four colours and three sheets of Raya-themed stickers which allows you to decorate and customize your Raya packet to your heart’s content.
Converting the Raya packet stickers into chat and social media stickers allows for a wider usage in the digital realm of social media and text messaging. This allows users to express their Raya mood better when they are sharing a story on social media or exchanging greetings on chat apps.
Focusing on the diversity and variety that a Raya moment brings, we will highlight the moment where families come together in unity wearing a variety of outfit, kids playing with a variety of things etc. Using in-trend pop art graphic execution infused with islamic elements to create a bold and daring visual that steps away from the norm and draws attention to the visual.
Applying the similar execution of the key visual in Sime Darby Property’s social media page not only creates a unified campaign look but also draw attention to the visual or ads because of it’s vibrant and bold graphics.
To have a complete #POPRAYA2019 experience, the similar execution is even applied throughout Sime Darby Property’s events forming entrance arches and multi-dimensional backdrop where each of the element are individually printed and arranged to give the set-up depth and perspective.
