Another hydration drink in the market wanting attention. Ho hum. But Malaysian indie agency, Muma, has turned ho hum into oh wow for Bajo Sctive with a visually striking campaign that targets Gen Z by understanding both their challenges and the content that attracts them.
With minutely detailed crafted, the campaign builds a story around the legend of the resilient Bajau sea nomads from which the brand name was derived and who, in their parallel universe, have for centuries survived the harsh elements of the ocean. Using the insight that Gen Zs perform at their best when it comes to something they are passionate about, the campaign’s catchy tagline, Find your mojo. Find your Bajo, played a central role in the creative direction for a series of visuals portraying a young person’s irrepressible spirit facing modern day pressures by finding both.
The campaign’s extraordinary visuals are a combination of carefully handcrafted figurines and paper cut, each masterfully detail. The outsourced figurines were designed by Muma and incorporated into a minutely detailed background made of paper cuttings, then put together in-house by the creative team – a painstaking job led by Muma creative partner, Choo Chee Wee. The series of four visuals were than translated into in-store posters, social media content and a video. (The agency won 7 awards at the 2023 Kancil Awards for the effort.)
Choo stated, “The highly detailed, handcrafted artwork is a reference to the burning passion the brand shares with a misunderstood group of go-getters. Once the direction was set, the team ran with it and did not take the quick and easy way out – no AI or 3D modelling for us. Everything was meticulously done by hand and I am proud of my team and the terrific result. Mostly Gen Zs themselves, they loved the idea and played a significant role in bringing it all together and the awards are a testament to their dedication.
“Every brief that comes through our door is opportunity to shine and present our creativity. We strive to push boundaries and deliver unique, clutter-breaking creative works based on strong consumer and cultural insights and we are grateful to have clients who are equally passionate and open to our, sometimes mad, ideas.”
Bajo Active’s parent, The Tapping Tapir, was formed in Malaysia in 2013. Bajo Active is one of its newer ranges, made from fruit juice boosted with vitamin C, Green tea extract and Himalayan salt.
