OLDTOWN White Coffee’s “The Art of Oldtown” campaign has been honoured with a gold medallion at the international Advertising and Marketing Effectiveness Awards 2015 under the “alternative media/guerilla” category.
It was the only advertising campaign from Malaysia to reach the finalist shortlist.
“The idea behind The Art of Oldtown was using art as a platform to celebrate the rich history of Old Town Ipoh, which is the birthplace of white coffee and the origins of Oldtown White Coffee,” says Oldtown senior marketing communications manager Jay Chong.
“A beverage so deeply rooted in Malaysian heritage deserves to be celebrated and given recognition. We were surprised and elated by the positive public response to the campaign because it showed that Malaysians still treasure their roots and history,” he adds.
The campaign featured street artist Ernest Zacharevic, famed for his works in Johor and Penang. His collaboration with Oldtown White Coffee saw him transform Ipoh Old Town with unique street murals, inspired by the town’s rich history and its community, says the company in the same statement.
Oldtown White Coffee worked with Spin Communications as their advertising partner for the campaign.
“There’s no better way to celebrate the Oldtown White Coffee’s authentic recipe than by celebrating the town that birthed it,” says
Spin Communications executive creative director The Le Vin.
“By combining art and heritage with the brand story, we were able to create a unique campaign that turned tourism into a medium. The murals are now ranked as the no. 1 tourist attraction in Ipoh by TripAdvisor.”
Other partners for the campaign include Mindshare, Text100, The Idea Hut and The Muzes.
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