Fishermen

Fishermen Integrated collaborates with top Asian content creator, Jenn Chia to help you steer clear of toxic relationships and Switch to Something Better!

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Say goodbye to the discomfort of pain, dry eyes, tearing and redness with the all new PRECISION1™ One-Day Contact Lenses, by Alcon a global leader in eye care.

Digital & Branding Agency, Fishermen Integrated recently collaborated with the global eye care specialist Alcon, to raise the awareness that wearing contact lenses should not be painful.

Equipped with a list of requirements to seek the right key opinion leader to help drive the message across, Fishermen went out to look for the perfect content creator who could walk the talk and had a well established fan base in both Singapore and Malaysia. Little did they know that the search would lead them to a familiar face, a content creator whom they have worked with before, the very talented Jenn Chia.  

Jenn had everything they were looking for, and by integrating her style of humour, her writing skills and her  acting, “Switch To Something Better” was finally born.

“We are always excited to work on engaging campaigns that allow us to capture the eyes of netizens, and what better way to do that than to collaborate with a global eye care leader on such an entertaining piece. Jenn Chia is so talented and professional in everything she does that we have enjoyed teaming up with her on all our campaigns. She has never failed to go above and beyond to deliver what is expected of her, which you can evidently see in Alcon PRECISION1™’s  campaign “Switch to Something Better” said Adam Miranda, the Executive Creative Director of Fishermen Integrated.

Written and executed by Fishermen, Jenn Chia and Graph Studio, Alcon PRECISION1™’s campaign “Switch to Something Better” wittily plays up the ridiculousness of how many of us normalise toxic relationships when we truly deserve something better.

“Many contact lens wearers normalise eye dryness that come with the old lens technology and we strongly advocate otherwise because their eyes deserve better! Your eyes are the windows to the world, and should be comfortable and hydrated with zero compromise! Don’t settle for less when there’s newer technology that can provide your eyes with something better!” said Claire, the Head of Marketing & Channel Marketing, Malaysia.

“Simply telling you that the PRECISION1™ is newer and better may be easy, but the challenge is to ultimately get you to switch to something better, by trying it yourself!” adds Catherine Seah, Marketing Manager, Alcon Vision Care Singapore.

To date, this campaign has driven high leads going above and beyond the industry benchmark. Over 23% of viewers have taken the first step to try the PRECISION1™ One-Day Contact Lenses and close to 11% of those who have tried, have since switched to something better and have made Alcon’s PRECISION1™ One-Day Contact Lenses their choice!

Therefore, if you haven’t, then what are you waiting for? Switch to Alcon PRECISION1™’s  SmartSurface™ lens technology which has reinvented comfort for your eyes! Don’t let discomfort impair your vision and disrupt your day. Try Alcon’s PRECISION1™ One-Day Contact Lenses for longer lasting comfort and hydration up to 16 hours a day!

Fishermen Integrated is a regional advertising agency that is always on the ball with branded content that captivates the hearts and minds of viewers. To date, they have worked with other regional brands such as Nando’s, Betadine, Jollibee, NUS, and so much more. Look out for more engaging content coming your way in the near future.

ZUS Coffee & Fishermen Integrated, brewing Malaysian made coffee with pride

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The widely favoured coffee brand ZUS Coffee has partnered with Advertising Agency Fishermen Integrated to finally put to rest the heated argument about their origins. ZUS Coffee settles the dispute in a never done before short film featuring comedian Kavin Jay and content creators Arieff Yong and Ryan Howlet in court, with ZUS Coffee on trial to determine if the delightful brew is truly Malaysian.

Arieff Yong takes on the role of the court judge “Yang Arrief” which translates to “Your Honour”, a witty double entendre to his name. Ryan Howlet plays the composed “MAT SALLEH” prosecutor who is hell bent on proving that the defendant is actually an international brand based on its name, character, outstanding quality and demand in Malaysia, which subsequently leads him to instigate that if ZUS Coffee was in fact local, then its coffee would be inferiorly “local quality”.

Alluding to several reasons why a name is merely a name and does not justify the origination of the product or its quality, Kavin Jay, who plays the defence lawyer for his client ZUS Coffee, goes on to unequivocally proof that in Malaysia, it is common to have glamorous sounding names that is not to be taken seriously. For if it did, then exotic destinations such as Gunung Besar Hantu, the highest peak in Negeri Sembilan or Pulau Kentut, the scenic islands in Kedah should be avoided due to the negative connotation behind their names. Kavin also fervently rebukes the notion that local quality DOES NOT mean low quality, but instead one that caters to the unique taste of the Malaysian palate, driven by the Malaysian pride and proud to proclaim our local identity to the world. 

At a time where coffee aficionados prefer top-tier international coffee, local brews have been at the receiving end of unenthusiastic perception. However, in this short and sweet production, ZUS Coffee, Fishermen Integrated and their partners Imagineers Film successfully captured the Malaysian pride and proved that ZUS Coffee’s Malaysian made blend is on par and equally as delectable if not greater than their international counterparts.

The campaign, delightfully Malaysian, also included a cute cameo of some of their Malaysian counterparts like Julie’s, Farm Fresh, Inside Scoop and Boh. While several other Malaysian brands such as The Chicken Rice Shop also cheered them on from the sidelines.

“As a buatan Malaysia company ourselves, we’re honoured to have worked with ZUS Coffee on this campaign. The campaign which showcases the Malaysian spirit hopes to spread the message that local quality IS NOT low quality. As Malaysians, we are more than capable to produce products and deliver services that are of world class standards, as evidently so.” said Mark Darren Lee, the Managing Director of Fishermen Integrated.

“ZUS Coffee set out on a humble beginning in a basement at Lorong Binjai in KL. In the 3 and a half years since our inception, ZUS Coffee has always taken pride in being a Malaysian brand first! From employing 100% local crew to ensuring that our products suit the local Malaysian taste, ZUS Coffee boasts the Malaysian name proudly through our products in our 270 stores nationwide.  In the same way, our collaboration with Fishermen Integrated exceeds the usual client-agency relationship because it embodies the essence of “buatan Malaysia”. Our partnership proves that Malaysian brands are capable of delivering top-notch products and services and in the case of this collaboration, we’re proud to have produced such a heart warming piece that has resonated with our fellow Malaysians and our “buatan Malaysia” champions!” said Stephy Foong, VP of Growth & Marketing of ZUS Coffee

Successfully tickling the emotions of its viewers, the video has garnered over 4 million views across all social media platforms in just 7 days, becoming the talk of the town and has been touted as a “perfectly timed” campaign that ignites the Malaysian spirit, in conjunction with the National Day celebrations at the end of the month.

ZUS Coffee, who sparked joy and a heightened sense of Malaysian spirit through this campaign, received an overwhelming amount of encouragement and love from ZUS Coffee fans everywhere.

Gaining attention from Malaysians from all walks of life, it is now evident that regardless of how “international-sounding” its name may be, ZUS Coffee is etched in the hearts, minds and taste buds of Malaysians everywhere.

One can say that Shakespeare said it best when he said “What’s in a name? That which we call a rose by any other name would smell just as sweet.” And we’re proud to call ZUS Coffee Truly Malaysian!