#KitaDLL (IKANO CENTRES)

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#KITADLL

Ikano Centres

#KitaDLL is a Merdeka project for Ikano Centres aiming to encourage Malaysians to redefine what “Dan Lain-Lain” (DLL) means to them. DLL is a commonly seen checkbox on forms alongside the three primary boxes which are Malay, Chinese and Indian. As we spoke about the idea, we realised there are over 250 ethnicities that belong in the DLL box. But why should we be separated by boxes when all of us belong in the same box—the Malaysian box. So we set out on this project with an aim, to make the box nobody talks about the most talked about box.

Illustration Proposal

OPTION 1A

A key visual that encompasses how a child views a square. To them a square can be anything! It can be a robot, a table for my tea, it can even be lego blocks. The imagination of a child is endless and to use such innocent lenses to talk about a heavy topic does give a twist to the KitaDLL project.

OPTION 1B

A colouring book, paper cut inspired masthead where parents can

print out the KV for children to colour in. Besides the masthead as an option, the checkbox is also brought upfront and made bigger so that it is more prominent.

FINAL

MICROSITE

We encouraged Malaysians to generate their own DLL acronym, share it on social media with their pictures for a chance to be featured on the highway digital billboard.

USER GENERATED CONTENT (SOCIAL)

GOOGLE DIRECTOR MIX

With the help of Google’s Director Mix, we created over 200 contextual variations of the DLL acronym to reach all our fellow ‘lain-lain’ Malaysians based on their search interest NATIONNNNNWIDEEEEEEE!