Laneige sees beauty in perfection

Having the eye for perfection is never easy.


Laneige Malaysia recently launched a new addition to their best selling Perfect Renew series – the Eye Serum – and worked together with two passionate influencers, Sharon Tan, a calligrapher, and Tan U-Mae, a cake decorator.

“We believe it was a different approach that Laneige could leverage on. Macro influencers have a huge following but lack the audience authenticity. Micro influencers like Sharon and U-Mae has a close-knit, almost like family following that resembles Laneige and its Malaysian fans”, said Kingdom Digital’s Head of Strategy.

Both are passionate about what they do, and having the eye for details play a vital role in their line of work. Their stories itself are very inspirational as both only discovered what they truly want to do in life at a later stage in their lives. It was all about hard work, belief and guts that brought them to where they are today, and success was simply the icing on the cake.

The spots were conceptualised by the independent agency, Kingdom Digital and produced by Untitled Films.


Sharon Tan


Tan U-Mae


It’s never too late to find your perfection.



Let us all not be judgmental

Unconscious actions that hurt psoriasis patients. 

Judgmental stares. Hurtful whispers. Hostile actions. These are just some things that we do unconsciously that could hurt people suffering from psoriasis. Let’s be more conscious with the people around us.

The film from Malaysian independent agency Kingdom Digital clearly shows how the protagonist, a psoriasis patient feels in the society and how he decided to change and move forward believing that change has to come from one self. 

Launched in conjunction of World Psoriasis Day, a social movement rolled out weeks before the global event, entitled #PsoriasisInsideOut where people were challenged to wear their clothes inside out. Many asked why and it’s rather simple. Wearing your clothes inside out will invite stares from people, and that’s how psoriasis patients feel every single time. 

Kudos to Novartis Malaysia for supporting this campaign and those who supported the movement. 

Check out the photos and get more information here:

The Film

The Bumpers

You are not alone with psoriasis.

Psoriasis? What’s that?

It is a common and chronic but non-contagious skin condition.


There you go. That’s what Psoriasis is. Personally, I’ve never heard of this particular skin condition before until recently. So I learned something new and here’s the crazy part; Psoriasis patients face a daily battle against us – the ‘normal’ people. Why? Our unconscious actions; stares, whispers, etc. (

So there’s an ongoing awareness campaign ( where people with and without Psoriasis are challenged to wear their clothes inside out. Why inside out? Two reasons.

One. Wearing your clothes inside out is going to attract unwanted stares and unconscious whispers. And this is exactly how Psoriasis patients feel every single day in their life.

Secondly. The theme for World Psoriasis Day is Inside Out. It’s a simple idea. One that is inline.


Let’s do this! #PsoriasisInsideOut


Kucing Happy Returns

BSN’s iconic Happy Cat returns for Malaysia’s National Day.


Kucing Happy is thinking about migrating. Would he? Should he? Check out the videos to find out more.

Episode 1

Episode 2

Episode 3


Thank you and goodbye… forever. LOL!


Togetherness, the backbone of Malaysia


Brands continue to reinforce the aspect of Togetherness.


Here are some of the many National Day / Independence Day ads in Malaysia. From a quirky cat-median to creative 360 films and down to the usual emotional path, the list is pretty interesting and unique.

Check it out!

#BukalaHati / Digi

Rojak360 / Maxis (3 videos)
Lost & Found by The Ming Thing

Rojak Cow Cow by Veedu Production

Cham Cham by RED People

The Last Kite Maker / Maxis

#TakeCare / Petronas

#KucingHappyPindah / BSN

#AkuOmar / MYNIC

Deka / UMW

#KitaMalaysia / CIMB

#MalaysianFirst / AirAsia

#AnakAnakMalaysia Heroes / EcoWorld


Happy Merdeka Malaysia!


Not too shabby, Milo Malaysia

Great start to your mornings.


To cement their position as Malaysia’s No.1 breakfast drink, Milo Malaysia decided to make any given day a little more excitement. A game played on your smartphone synced to your desktop. And a techie call-to-action video. Not too shabby really. Kudos.


Take the Challenge
Ready, Breakfast, Go! (

What do you guys think?

3 amazing films we are competing against

Finalist again for Adfest.


While last year’s win in the Radio Lotus put us – Lucideas Creative – on the advertising map, this year’s competition would be a tougher one. New Straits Times‘ “Viral Outbreak” won the award under “Best of Travel, Entertainment and Communication Media”.

This year, we are the finalist for Film Lotus, under “Best of Communication Media & Publications”. In fact, we have two entries, “Cloud of Confusion” and “Caught Up In The Fire”.

The competition consists of “Life is not a marathon” by Recruit Points (2014 Bronze Lion winner), “I am Mumbai” by Mumbai Mirror and “Blind taste” by Thairath TV. These videos are brilliant in their own way, from film production right up to the idea-storming sessions.


Check out the competition, and let us know who are your possible winners. 😉

“Cloud of Confusion” by New Straits Times, Malaysia


“Caught up in the fire” by New Straits Times, Malaysia


“Life is not a marathon” by Recruit Points, Japan


“Blind taste” by Thairath TV, Thailand


“I am Mumbai” by Mumbai Mirror, India


It’s heating up alright


When a minute of silence is virtue

McCann Malaysia’s brilliant effective action.


The Malaysian government declared August 22 as the National Day of Mourning for the victims of the MH370 and MH17 tragedies. In an effort to pay our respects, McCann Malaysia created a mobile website and invited Malaysians and the rest of the world to disconnect from the Internet to observe this day of mourning starting at 10:45am.

Participants simply need to go to the website – – and activate airplane mode on their mobile device to start their minute. This simple execution and action got global coverage as the awareness spread like wildfire.


Kudos McCann, well done.


Art-inspired Deepavali celebration

Local telco DiGi sees unity in art.


DiGi Telecommunications, part of Telenor Group celebrates Deepavali with an interactive YouTube video that allows YouTubers to remix their own video.

Four different videos form the art of a kolam, crafted using techniques of spray painting (graffiti), fruits & vegetables, flowers and the traditional coloured rice. Four people of different ethnicity represents one technique, depicting “little differences that bring people together”.

What say you?


Art! Inspiration! And a friendship we share as Malaysians.


So free ah?

Local Malaysian telco U Mobile’s latest spot.


U Mobile came to life in 2007 and is one of the youngest competitor in the telecommunication industry in Malaysia. Being young also makes them target the younger generation of mobile users – the savvy and social Gen-Ys and Gen-Zs.

And their latest ad spot is very much young and Malaysian. Titled “So free ah?“, which loosely translates to “Are you that free?” or “Don’t you have anything to do?“, the spot shows how these millenials are so absorbed in the social world because of their FREE CALLS & INTERNET offerings.

Quirky, well-acted and direct, this spot could relate to the locals in an instant, especially with the title being a Malaysian slang.

What do you think of this local spot?