We don’t behave
like a regular agency.
Our set of beliefs:
1
Turning ordinary into extraordinary with a simple act.
That’s not a unicorn, it’s a horse with an ice cream cone on its head. If you saw a horse, chances are you wouldn’t talk about it. But if you saw a unicorn, there’ll be buzz everywhere and you’d be drawn to it. That’s what we do. With simplicity in mind and work that makes a difference, we add a touch of unicorn in every campaign. We’re such attention-getters, aren’t we?
2
We turn mere consumers into believers of your brand.
Strategic, purposeful creative work built around behaviour and persuasion, and insightful content pulls in a base of believers.
3
Opportunity in everything.
No matter the environment or the brief, we see opportunities that define great work and bring in results. That means, seeing beyond the brief, and working together to formulate plans and directions.
4
We like clients who give us problems.
We’re up to the challenge. From what we’ve noticed in all our work, and from what we’ve been told, we’re solution providers. Nothing excites us more than problem-solving. So, be a client that gives us problems. We’ll love you for it.
5
David VS Goliath.
That’s why we’ve always kept to being a boutique agency with the agency owners involved in every piece of work – from start to finish. We’re perhaps the fastest ideators out there, especially amongst the Goliaths. Our work are effective slingshots. The perks of being independent, courageous and fast.
6
We’re not a small ad agency.
We don’t deserve to be seen as a small agency, especially with the size of our thinking and ideas. We’ve won multiple accounts from multinational bigboys.
7
The local award show hates us, and that’s a good thing.
We’ve entered great work into the local award shows only to be unfairly snubbed. To prove this, we’ve entered the same pieces of work that was never voted up locally into tougher international award shows, and went on to win coveted metals. In 2015, we were the only Malaysian agency to win for Film in AdFest. Despite all these challenges, we keep on producing great work that is award-worthy.
Leadership
Joseph Anthony
FOUNDER /
EXECUTIVE CREATIVE DIRECTOR
Giving has everything to do with unselfishness and pushing harder.
Fortunately for us, we’re in a business that actually allows us to give our best, by doing work that rewards everyone; the consumers, clients, and ourselves.
This remind me of what fascinated me as a kid. The rebels. Jesse James, Batman, Wile E Coyote, and obviously, MacGyver. When it came down to it, these guys pushed themselves really hard despite the limitations and obstacles. They were problem solvers, damn good at entertaining too. And the audience, always got rewarded.
I can’t do anything without a problem, a purpose and a big idea attached to it, while trying to create a difference. I’ve been doing it since I wrote my first shampoo Ad at 15 which I presented to my buddies, because I felt the ads on TV were all alike.
After leaving Art School, I did my time in FCB as a Copywriter, then it was BBDO, McCann, and Bates as Creative Group Head, Creative Juice as Creative Director. Fundamental is where I get to make a real difference.
Clients I’ve worked on are KFC, Nando’s, F&N, 100PLUS, Levi’s, SONY, Nokia, Proton, Nissan, Infiniti, Maxis, P1 Wimax, Telekom, RHB, and currently a set of clients that push me harder.
“If we’re not giving our best, then why do it?”
– Joe
Fei Fei Ngow
“We are badass, just so you can kickass.”
– Fei
PARTNER /
CREATIVE DIRECTOR
In over 20 years in the industry, I was fortunate to work with agencies like Ogilvy, McCann Erickson, Astana International, and Bates CHI & Partners.
After winning multiple creative awards both locally and internationally, I’ve learnt that being mainstream is boring. Because everybody out there is doing boring. As an agency, I believe it is our responsibility to do things differently. To think differently, so we can make a difference.
But that doesn’t mean we omit versatility either.
The aim of my work is never focused solely to be praised by top elite award-winning people, but also understood by everybody from all walks of life. A COO, a 5-year-old kid, and a ‘popo’ (grandma) down the street, should understand the work too. If they remember and like what we do, I know we have the job well done.
In the end, I think creative is all about being a badass, a rebel, with a clear purpose in mind.
Awards
ADFEST
Silver
Bronze 3 Finalist
Only Malaysian Agency to win in Film 2015
The MARKies (a+m)
Agency Of The Year Awards
Kancil Awards
Fiabci
For KANVAS