Darlie MY launches new film starring M-pop band DOLLA

Darlie Malaysia has launched its new campaign film featuring Malaysian-pop band, DOLLA for the brand's new All Shiny White toothpaste. 

The film, titled ‘Outshine Your Fears’, offers a retelling of the formation of DOLLA in 2019 where the members of the band confidently arose from the fears that were holding them back, paving the way for the creation of a formidable name in the M-pop scene.

Melissa Wong, the marketing director of Hawley & Hazel Malaysia said that DOLLA epitomise confidence, making them best candidates to represent Darlie.

“After getting to know them better, we found out that, just like us, all four members of DOLLA had their fears too. But in one another, these girls found the strength and confidence to overcome their individual fears to create one of the most iconic groups in the country. And for them, all it took was a smile. That is why we decided to collaborate with DOLLA, because we believe that they are the perfect role models to help the Darlie All Shiny White brand inspire young Malaysians to let their confident smile set the stage for them to shine,” she added.

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Commenting on the film, Boon Chuan Suah, associate creative director of FCB SHOUT said, “Working closely with DOLLA was such a fun and refreshing experience. Despite their immense popularity and young age, the girls never once hesitated to share with us the fears that they had in order to help us craft the best possible story that would do them and the Darlie All Shiny White brand justice. Despite the long production schedule, they kept their professionalism on the set from the first minute until the last, and their youthful energy really elevated the film to a whole new level.”

“It definitely wasn’t easy to retell four individual stories and combine them into one film that’d best reflect the Darlie All Shiny White brand’s belief that a confident smile can build connections to inspire a person to outshine their fears. The film had to strike a fine balance between being a story about DOLLA and a brand piece for Darlie All Shiny White, and thanks to our production partners at D Moving Pictures and Real Time Studios, I believe that the end product blew us away more than we expected,” Boon explained.

‘Outshine Your Fears’ is the first piece of work to come out of the Darlie's collaboration with DOLLA. A slew of other Darlie All Shiny White x DOLLA materials, including product commercials, social media content, a DOLLA Diaries episode and a meet-and-greet engagement activity, have been scheduled to launch in the coming months.

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