100PLUS / Malaysia / 2026Social · Film · Design & Packaging
Raya Lebih Fresh Dengan 100PLUS.
Raya hydration campaign turns 100PLUS into a wearable cultural expression.
- Brand
- 100PLUS
- Agency
- Dentsu Creative Malaysia
- Market
- Malaysia
- Region
- Global
- Year
- 2026
The challenge
Make festive-season hydration relevant to style-conscious Malaysian Gen Z.
The idea
A limited-edition SHALS baju raya carries the hydration proposition, amplified through TikTok styling, Live content, TVC, and activations.
Case study source: Branding in Asia Source ↗
Credits
- Brand
- 100PLUS
- Creative collaborator
- SHALS
- Chief Marketing Officer
- Leong Wai Yin
- Executive Creative Director
- Ellison Fernandez
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