Project Description

Our Work

JULIE’S

+ SHARE THE LOVE
+ CSR STRATEGY

Our Work

JULIE’S

+ SHARE THE LOVE
+ CSR STRATEGY

THE BRIEF

For many who grew up in the late 80’s and early 90’s, Julie’s Biscuits is a household name recognized for being wholesome and homely. Nevertheless, to stem the tide of becoming a brand of antiquity, the well-known biscuits maker is ready to evolve and revitalize its image among the young generation who know it most intimately.

THE SOLUTIONS

Julie’s can build upon its established reputation in Malaysia with a young and lively corporate social responsibility (CSR) initiative that helps it echo a message of fun, warmth, and care — one that resonates with its wholesome brand image — in the market among Millenials.

CSR movements themed around original music aren’t common in Julie’s market space and the company now has the chance to differentiate itself from competition.

JULIE’S X DIGNITY

In June 2011, Julie’s “Share the Love” campaign kicked off with students from Dignity for Children Foundation. In a session full of song and cheer, everyone joined in an atmosphere of fun as they sang along with local artistes Lab the Rat, Prema Yin, Asmidar and Izzad, Bihzhu, and Jasemaine Gan. The singing of original songs written for the campaign would eventually become a key part of “Share the Love” and why it went viral. 

The heart of the campaign was also to create a culture of love and care, so Julie’s treated students and teachers from the foundation to Malacca field trip later that year to visit historical sites along with a tour around its biscuits factory.

SONG PRODUCTIONS

The campaign thrived on collaborations to reach the right audiences. In this clip Jasemaine Gan performs the eponymous song “Share The Love” in a live recording featuring the volunteers and children of The Harvest Center choir. 

Composed by Izaad Amir and performed by Asmidar, “Langit Biru” (Blue Sky) is the soundtrack to the campaign written in Malay with a charming and simple portrait of friends picking each other up in times of difficulty.

The third original track of Share The Love was by Lab The Rat; “Time To Share” underlines a call to unity when it gets tough by the joy of sharing with others. Carrying a fuller sound, the song is unlike the other acoustic pop tunes of the campaign.

“The Heart Way” speaks of how love helps us break through sadness and disunity, and how easily it can be shared by simple acts of kindness. Breezy and upbeat, this pop-folk charmer was written and sung by Bihzhu.

SONG PRODUCTIONS

The campaign thrived on collaborations to reach the right audiences. In this clip Jasemaine Gan performs the eponymous song “Share The Love” in a live recording featuring the volunteers and children of The Harvest Center choir.

Composed by Izaad Amir and performed by Asmidar, “Langit Biru” (Blue Sky) is the soundtrack to the campaign written in Malay with a charming and simple portrait of friends picking each other up in times of difficulty.

The third original track of Share The Love was by Lab The Rat; “Time To Share” underlines a call to unity when it gets tough by the joy of sharing with others. Carrying a fuller sound, the song is unlike the other acoustic pop tunes of the campaign.

“The Heart Way” speaks of how love helps us break through sadness and disunity, and how easily it can be shared by simple acts of kindness. Breezy and upbeat, this pop-folk charmer was written and sung by Bihzhu.

FLASH MOB

The symbolic act of sharing was expressed by a flash mob in Sunway Pyramid, where volunteers from Julie’s went about surprising shoppers with heart-shaped balloons. 

IMPROMPTU

Julie’s and Asmidar visited the office of three popular radio stations, treating them to biscuits and a performance which included Langit Biru followed by a rendition of Can’t Help Falling In Love. 

FLASH MOB

The symbolic act of sharing was expressed by a flash mob in Sunway Pyramid, where volunteers from Julie’s went about surprising shoppers with heart-shaped balloons. 

IMPROMPTU

Julie’s and Asmidar visited the office of three popular radio stations, treating them to biscuits and a performance which included Langit Biru followed by a rendition of Can’t Help Falling In Love. 

FINALE CONCERT

Share The Love culminated in a finale concert held in Taylor’s University Lakeside Campus. Contestants were required to perform one of the original songs from the campaign with RM10,000 as the grand prize.