Ad for eco-friendly store from Malaysia has children asking to be given less this Christmas

Nude by Ikigai, a Malaysia-based store that promotes an ecologically friendly zero waste lifestyle, has created an ad for Christmas that encourages viewers to “give less this Christmas”.

The idea stems from the philosophy of the store which offers products without packaging, expecting its patrons to bring their own containers, bottles and jars. The film opts for a narrative, where children, who display an improbable degree of environmental consciousness, ask to be given less for Christmas.

The ad was created in-house by the staff of Nude by Ikigai.

Speaking about the strategy driving the film, founder of the store, Cheryl Anne Low, who has previous experience with IPG Mediabrands said: “Zero waste faces a problem similar to insurance advertising. People get moved and acknowledge the need, yet don’t always act. This campaign was meant to be a shock to shake off that inertia.

“When a child asks you to give less this Christmas instead of more, you realise how grave the problem is. When a child appeals to Santa Claus, a fictional higher power to solve a problem, you realise the urgency of action.

“The idea was to contrast Christmas being the season of plentiful gifting, yet the key recipients of gifts, the children, appealing to receive less, not more.”

While the store does not have the budgets to make a big splash, it is relying primarily on organic response. Low said: “We have received a fantastic response from zero waste believers across countries. We have roughly 13,000-14,000 video views across digital platforms, with close to 100 shares in six days.”

Another way Low expects the campaign to be spread, surprisingly enough, is via marketing awards. Low said: “Marketing award juries typically constitute people who are leaders and influencers.

“We would take this campaign to awards, not just to get recognised, but more importantly spread the awareness and video across a captive audience of marketing influencers, in the hope that they take the message forward through their work, or in the least take back an urge to act upon the imminent need to save the planet.”


Concept, copy and direction: Nude by Ikigai

Cast: Students of Daffodil Garden Preschool

Voice: Students of Daffodil Garden Preschool

Shared vision: Nude, Tak Nak Straw and Daffodil Garden Preschool


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