instastorybooks

PappaRich has successfully brought a taste of Malaysia across the globe. In Australia, it is where Malaysians go when they miss food from home. 

For World Book Day, PappaRich saw an opportunity to bring a taste of Malaysian food through stories. Much like our local cuisine, our folktales are mind-blowing and full of flavour. However, they’ve been forgotten because they are dated and dull to look at. What if we could get the youth to look at these stories the way they look at fresh and exciting Instagram Stories?

​For these old cultural stories to stand a chance, we needed to make them relatable to the youth. So, we gave them an edge by rewriting the stories in slang. The illustrations were also given a major glow up via a reinterpretation in modern art styles. Each story was paired with food that matched its plot to tie the campaign back to PappaRich’s main business.

​For this campaign, I revamped "Bawang Putih & Bawang Merah" into "If Cinderella Were A Garlic."