OGHANG KEDAH - Reconstructing the Kedahan Look

Introduction

OGHANG KEDAH is a digital campaign concept that introduces Kedahan folklore and culture in a modernized fashion. The campaign focuses on three Kedahan folk characters and their stories. These characters can be dressed up in various Kedahan clothing and accessories in preparation to celebrate the Oghang Kedah festival.  

Insight

In Kedah, young people aged 15-25 have little to no knowledge on their region’s local folklore. Other than the well-known Mahsuri tale of Langkawi, Kedah, other local stories and myths have been left out of the spotlight. Most people tend to be more interested in folklore from overseas, when the ones from Kedah are just as interesting.

Objective

This project aims to get the younger generation to become more interested in Kedahan folklore by use of more contemporary aesthetics to attract their attention. This campaign introduces the folklore characters in a mascot-type design language in the hopes that the designs as well as their stories become memorable in people’s minds. The “Dress-Up” section also aims to introduce Kedahan traditional attire, including ones used for Kedahan performances. At the same time, the already existing festival of the same name (Temasya Oghang Kedah) can be spotlighted to a wider audience.

Campaign Flow

The main component of the campaign is the folklore character designs as they will be what gets people interested. Then, there will be a microsite that allows users to dress up these characters in traditional Kedahan clothing, learn about their tales, as well as get to know the real-life Oghang Kedah festival. To promote this campaign, Oghang Kedah will be collaborating with Zus Coffee, a famous local coffee chain. Zus’ packaging will be decorated with the characters and related motifs for a limited time in order to easily spread the word.

Character Design

These character designs are based off of older renditions from folktale books and films. For example, the design of Raja Ong is heavily referenced from his character’s attire in the film “Raja Bersiong”. Next, the character designs contain elements that appear in their respective stories. For example, Zaleha being protected by the moon is implied on her design, as multiple moon motifs can be spotted all over her attire. Vibrant colours are used to catch the eye and solidify the modern, cartoony aesthetic.

The splash arts portray key elements in the stories and serves to complement the characters and their designs.

Dress-Up Feature

Outfits and accessories designed for the “Dress-Up” part of the campaign microsite. Some outfits are traditional attire for everyday wear or special occasions, such as the baju kurung Kedah and baju melayu Cekak Musang. Others are Kedahan traditional performance-wear like the baju Menora and baju Silat Lambung. The accessories, however, are based off of the characters as well as local handicrafts like the Kedahan kites.

Animation

Animations that summarize the stories of each character so that users will get to visually digest the folktales easily. The character will remain at the center as the animation plays in the background. The final scene will be the characters’ splash art. These animations will be included in the character section of the microsite.

Zus Coffee Collaboration

Mockups of the Zus x Oghang Kedah limited-time packaging. It includes one takeaway paper bag and three coffee cup designs. This collaboration aims to promote OGHANG KEDAH to a wider audience, especially to the local youth that frequent Zus for a cup of coffee. The reason why Zus is chosen as a collaborator is because they are a local brand with locations all across Malaysia, as well as their ties to folklore and mythology with their Greek god-inspired mascot.

Microsite

The microsite consists of five different sections: “Home”, “Style”, “Meet the Characters”, “About Oghang Kedah” and “Zus Coffee” page.

Walkthrough

A walkthrough video of the flow of the website as well as all its functions, including the dress-up feature. 

Showreel

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