Project 1
Challenge
Malaysians come in many skin tones.
Yet sunscreen advertising still centres fair skin, reinforcing sunscreen as a fairness product rather than essential UV protection. This leaves those with darker skin tones more vulnerable to sun damage.
Insight
The problem runs deeper than advertising. Malaysians grow up hearing that sun protection is about staying fair, while darker skin doesn’t need it, from friends, family and even our Maks:
“Jangan main panas-panas. Nanti gelap.”
“Kulit gelap tak payah payung lah.”
“Pakai sunscreen? Nak putih ke?”
Introducing....
Mak Kita Hijau
Warna apa pun, hy-jaga!
Big Idea
Mak Kita Hijau breaks the link between fair skin and sun protection by giving protected skin a new colour: green. To bring this to life, we introduce three green-skinned Maks to debunk these familiar myths, showing that HYGR sunscreen is there to protect every skin tone. Even green!
I primarily contributed to activation ideation and campaign development, expanding the Mak Kita Hijau concept through supporting campaign experiences and touchpoints. I also handled the video launch (The Maks Origin Story) from planning and content direction through to editing and post-production.
My Contribution
Insight
The problem runs deeper than advertising. Malaysians grow up hearing that sun protection is about staying fair, while darker skin doesn’t need it, from friends, family and even our Maks:
“Jangan main panas-panas. Nanti gelap.”
“Kulit gelap tak payah payung lah.”
“Pakai sunscreen? Nak putih ke?”
Mak Kita Hijau
Final Year Advertising Design Project
Project 2
