People of Malaysia - "International mourning day"

McCann Kuala Lumpur

McCann Kuala Lumpur Petaling Jaya, Malaysia

3176

Title	International mourning day
Agency	McCann Kuala Lumpur
Campaign	Minute of Silence
Advertiser	People of Malaysia
Brand	People of Malaysia
Date of First Broadcast/Publication	2014 / 11
Business Sector	Institutional/Public Interest/Non-Profit Org.
Philosophy	The Malaysian government declared August 22 as the National Day of Mourning for all the victims of the recent aviation disasters. A Minute of Silence had been held nationwide at 10:45 AM Malaysian time. But many Malaysians spend most of their time online.
Result	We created a mobile website that gives the digital world a way to observe the day of mourning. It invites Malaysians and the rest of the world, who spend most of their time online, to disconnect from the internet temporarily to observe this day of mourning, no Facebook, emails, web surfing or calls or SMS. Participants simply needed to go to our website and activate airplane mode on their mobile device to start their minute.
Media Type	Case Study
Length	109 seconds
More Information	www.minuteofsilence.com.my
Executive Creative Director	Richard Irvine
Creative Director	Marcel Wessling
Creative Director	Gavin E. Hoh
Art Director	Deepan Armugan
Copywriter	May Yong
Production House	Detouche