HappyFresh MY's new spot has disembodied legs dancing down aisles

HappyFresh Malaysia has produced a surreal spot with dancing disembodied legs featuring rising Malaysian rap artiste, Hullera, to showcase its new offering HappyFresh Supermarket. The new offering gives customers bargain prices, fresh produce, and mobile convenience to make the shopping experience a lot less grim for Malaysians who have to take every trip to the grocery store.

The dance moves were choreographed by Danny Lee of 3P and in addition to starring in the film, Hullera also wrote an original composition with DJ Zigg for the HappyFresh spot. The team partnered with Imaginary Friends and Directors Think Tank, and marketing head Darren Lee explained that 24 hours in a day is practically nothing for many consumers and that informed the purpose behind this campaign - to illustrate how consumers can do their grocery shopping within minutes without any worries.

"On top of that, we were also intent on instilling the factor in the e-grocery experience as we want to flip the script on what a shopping experience should feel like,” he added.

Adam Chan, creative director at Imaginary Friends, said that people do not think about grocery shopping every day. In fact, it is a rather low-involvement chore for most. "The challenge here, even with the great offering from HappyFresh Supermarket, was to find the magical in the mundane that could cut through the clutter. The surreal spectacle we finally came up with was something that immediately resonated with us," he said.

According to Chan, the video takes the fun and raw exuberance the young HappyFresh audience seeks and pairs it with the brand in an unexpected way.

Directors Think Tank’s Sling Ng added that the team wanted the sense of fun in the script to carry into the shooting process as well. “We could have done it with motion control, but we felt that a manual approach would give us room to improvise and be spontaneous on the spot. And when you’re working with professional dancers and talent, you always need to make room for those moments of inspiration. It also helped that I knew the guys at Tank 3 could match all the plates seamlessly in post,” Ng added.

He explained that the music video concept cleverly illustrates how convenience and deals put the fun in grocery runs. The team was also able to inject the campaign’s USPs into the lyrics of the music in a seamless way while visually pulling off something that would give the spot a "wow" factor.

Paul Leong, creative lead and project lead HappyFresh Malaysia, explained that this was a very intense and technical production, that required online post-production to bring their "A-game" as all crane and tracking shots were done manually by hand. "It was extremely crucial to ensure the camera movements and timing matched the actual shots. Suffice it to say, we were happy with how it turned out,” Leong said.

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