Julie's Biscuits acts fast on Michelle Yeoh's historical Oscar award with logo swap and OOH ad

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Julie’s Biscuits is celebrating Malaysian actress Michelle Yeoh's historic Academy award win. Being the first Asian to take home the statuette for this category, Malaysia is beaming with pride for Yeoh’s accomplishment.

Paying tribute to her 40-year journey, Julie’s Biscuits published congratulatory messages to Yeoh in out-of-home media in Malaysia as well as across its social media platforms. The tribute features a revamped version of Julie’s Biscuits logo to resemble Yeoh. The logo is accompanied by a congratulatory message to the Ipoh-born actress.

In a statement, the brand pointed out that the company ethos matches Yeoh’s energy and spirit. “Her inspirational journey reminds us all to hold our heads up high – similar to our Julie’s icon – and inspires us to work hard for our dreams,” said director of Julie’s Biscuits.

He also said that the actress is truly an international icon and a pride and joy to all fellow Malaysians. “As a Malaysian household biscuits icon, we want to congratulate her by paying tribute to her remarkable achievement in her Oscar nomination amongst many other impressive milestones in her illustrious career. She has proven time and again that she is one of Malaysia’s most revered national treasures,” he added.

Jimmy Neo, group creative director of Julie's Biscuits' creative agency, GOVT Singapore added, “When we knew that Tan Sri Michelle Yeoh was nominated, we thought that a simple, sincere tribute would be appropriate, to honour all her achievements over the years. She’s an inspiration to all.”

When accepting her statuette, Yeoh said, "For all the little boys and girls who look like me watching tonight, this is a beacon of hope and possibilities."

Julie's Biscuits' spontaneous act of congratulations contrasts what had happened when Yeoh won a Golden Globe for the same role in January this year. While Yeoh’s win was extensively covered, A+M had found that brands in Malaysia were surprisingly mum about the matter. A check with several agencies by the journalists in the newsroom also saw that not many had plans to jump on the trending conversation.

According to most recent data from media and social monitoring firm Meltwater, in the past week alone there were 519,000 mentions of the Malaysian actress - a jump of 451% from the time before. Average number of daily mentions were at 74.1k. While Yeoh might have been originally from Malaysia, most of the chatter emerging came from the US, said the report by Meltwater. But Malaysia did make it to the top 5.

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