Route B.

Why be in an organisation when you can build one?

Sparks is an advocate of social engagement, listening and talking to, as well as working and playing with people to ensure accountability of ideas, products, brands and businesses. We believe in human-centric insight and user-experience of which is the centre of creating sustainable societal values in every project. We believe in change. For good, for better, for a smile, for a tear, for a vote, for courage.

We are thinkers, workers and producers.

Engage us. Make contact. Stretch out your index finger. Be our friend :)

Dear Malaysians, I am sorry.

I am amazingly touched by this new campaign that DiGi had put out. Or rather, the team in Naga had put out (though, there must be some credit due to the client who's courageous enough to run it). But yea, the time is right. There's a deep poignant message and a strong yearning for people to want to connect to one another. What are you sorry for?

I AM SORRY FOR ALL THE TIMES I'VE BURNED YOU. I AM SORRY. Maaf Zahir Batin and Selamat Hari Raya.

Keep it real yo. Keep it real.

How can I convince you that this 1-way communication is not working?

FROM CREATIVE REVIEW FEW DAYS AGO:

Our primary criteria for selecting these case studies was engagement.

We feel that the way these campaigns and projects engage with audiences, are representative of a shift of significant proportions within the advertising and communications industry. Any creative knows that they need to start with a good idea to cut through. However, traditional advertising tends to rely on big media spend to increase the reach and impact of a campaign. It’s trying to stand out by shouting louder in the crowd. But people are smart, and the more cluttered the environment the better they get at filtering out the noise. It's worth remembering what San Francisco advertising man Howard Gossage noted in the 60s: "Nobody reads ads. People read what interests them, and sometimes it's an ad."

CONTINUE READING HERE.

Malaysia: The Centre Stage.

It's amazing how we ALWAYS manage to stay in the middle. Ground yes, but statistically? Is that even possible?! That requires a hell lot of accuracy and planning! Or maybe just fluke? That's honestly, the most unique thing about Malaysia ;) We're the 'middle' child. Literally.

'Move, Eat, Learn' - the male version of 'Eat, Love, Pray' and a hell lot more interesting! :)

Amazingly well put together, these three videos took "3 guys, 44 days, 11 countries, 18 flights, 38 thousand miles, an exploding volcano, 2 cameras and almost a terabyte of footage... all to turn 3 ambitious linear concepts based on movement, learning and food ....into 3 beautiful and hopefully compelling short films.....

= a trip of a lifetime."

Love love love them!

MOVE from Rick Mereki on

EAT from Rick Mereki on Vimeo.

LEARN from Rick Mereki on Vimeo.

Shame shame 8TV.

This is the main reason why you should always outsource your campaign to professionals.