CIMB: Breaking Barriers
Malaysia has always faced tension between races. With politicians pushing for polarizing racial agendas and fueling negative perceptions between races, brands themselves face increasing pressure to appease to an increasingly divisive marketplace. But do they even need to lean on group of audience while ostracizing another?
Idea:
CIMB has an opportunity to challenge this divide by introducing a radical festive packet design that integrates all races patterns to be used for all Major race festive occasions, symbolizing the radical need for people to reframe our differences and campaign for better tolerane and integration.
Designer: Jasmine Choong Xian Huan