Ogilvy & Mather's Bernas 'Bowls for Humanity' campaign helps feed orphans in Malaysia

Bernas.jpgBernas1.jpgBernas is Malaysia's largest rice provider and they play an ever-growing role in the country, beyond producing, processing and importing rice. As guardians of the national rice stockpile, they ensured a vital reserve system used to stabilise the price of rice at all times. Bernas also protects the livelihoods of farmers, with a guaranteed minimum price for every harvest.

Ogilvy & Mather's "Bowls for Humanity" campaign is built around Bernas' pledge to donate an amount of rice to feed the country's orphans for every pack of Bernas rice that the nation purchases. For every 10kg of rice purchased, 25 grams will go to feeding orphans across the country.

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This gives Bernas a credible platform to engage with people at various touch points. From a 60 second television commercial, print ads and outdoor advertising, to online media and public relations, all of the company's efforts for the nation came to light, to win over the hearts of Malaysians.

Credits - ECD: Gavin Simpson. Writers: Michelle Lim, Donevan Chew, Adam Chan, Gavin Simpson. Art Directors: Tan Chee Keong, Jarrod Reginald, Yee Wai Khuen. Agency Producers: Eric Yan , Loo Seng Tuck. Strategic Planning Director: Arvind Srivastava. Account Directors: Andre Nair, Rajan Moses, Syakirah Mazrah. Production Company: Superwonderful Films. Director: Al Isaac. Producer: Sunita Petrus.

5 Comments

Alan said:

Great spot. Nice to see these guys doing big work. Well done Ogilvy KL

EX Ogilvy said:

Not only is this agency wining awards they are doing great real work. What's happening to the other agencies in KL?

Client said:

Nice spot. Pulls the right strings. More Malaysian brands and agency should strive for good work.

love said:

Hey Ogilvy guys, we love that you love your own work. Loving the love here.

Jac said:

O&M, very nice spot, but Bernas, a measly 25g for every 10kg? Seriously??

I think you're taking your guardian-of-the-national-rice-stockpile role a little too strictly.

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