KEWPIE: Karnival Rakyat x Midnight Havoox Fun Run

A four-day carnival, a midnight fun run and a sampling station that only runners could enter. For KEWPIE Malaysia, iCookAsia Digital covered Karnival Rakyat x Midnight Havoox Fun Run in Johor Bahru from start to finish: event videography and photography, images prepared for social media and the client’s press release, live social media updates through Stories, and short-form content cut for TikTok.

Campaign Overview

• Client: KEWPIE Malaysia
• Event: Karnival Rakyat x Midnight Havoox Fun Run, Parlimen Pulai
• Period: 4 to 7 June 2026, 10am to 12am daily, with the fun run on 6 June 2026
• Location: Padang Akasia B, Angsana Johor Bahru Mall
• Scope: Event videography and photography, drone coverage, on-ground host interviews, live social media updates and short-form content for TikTok

Strategic Objective

• Capture KEWPIE as part of a community occasion rather than a booth at an event.
• Document the brand moments that mattered to the client: the official opening with VVIPs, the flag-off, KEWPIE branding along the run route, and the sampling station.
• Show the sampling experience as a reward reserved for official runners, verified by race BIB or wristband.
• Keep the brand visible while the carnival was running, not only after it, through same-day social media updates.
• Produce edited videos, social-ready images and press-release photography the brand and its partners could use after the carnival.

Execution & Collaboration Strategy

• A shot plan built in four phases: the official opening ceremony, the fun run flag-off, the route itself, and the KEWPIE sampling station, each with its own agreed shot list approved before the event.
• Coverage of the opening: tracking shots of VVIP arrivals, wide and medium shots of the crowd building, the officiation moment, and the official group photography session with KEWPIE management on stage.
• The flag-off, filmed for scale: runners lined up at the start, multi-angle coverage of the flag and horn moment, and low-angle tracking shots as the first pack broke into the route at dusk.
• Branding along the route: runners passing KEWPIE directional signage and banners, with medium shots covering the mix of participants, from youth groups to corporate teams, completing the 5KM and 10KM routes.
• The sampling station in detail: orderly queue shots, gourmet macro shots of the crew preparing each sampling portion, and close reaction shots of runners in their medals and BIBs tasting the four mayo mixes served with lekor, breadsticks, squid rings and cucumber sticks.
• Voices from the ground: a host walked the carnival and approached visitors for short interviews, asking which foods deserve mayonnaise, which KEWPIE products they knew, and for one word to describe the brand.
• Live social media updates: our team posted Stories and updates through the event days so followers could see the carnival, the run and the sampling station while they were happening.
• Short-form content for TikTok: selected moments were cut vertically for TikTok and Reels, using the run, the crowd and the sampling reactions as the hook.
• Photography for two uses: the stills set was selected and edited both for social media posting and for the client’s press release, including clean official-ceremony and VVIP images.
• Multiple capture formats: camera footage, drone coverage of the carnival grounds and route, phone footage for vertical social use, and a full stills set, all collected into one organised library for the client.

From the Event

From the Video

Results

• Two edited event videos covering the carnival, the run and the KEWPIE sampling experience
• A full event photography set from across the four days, selected and edited for social media and for the client’s press release
• Live social media updates and Stories published during the event days
• Short-form vertical content cut for TikTok and Reels
• Drone coverage of the carnival grounds and the fun run route
• Host interview clips with carnival visitors
• An organised footage and photo library handed over to the client for further use

Key Decision Points

• Plan the brand moments, not just the event: agreeing the four coverage phases in advance meant the crew was already in position for the officiation, the flag-off and the sampling rush.
• Protect the exclusivity in the visuals: filming BIBs and wristbands at the sampling station kept the on-screen story consistent with the campaign mechanic.
• Reactions sell a sampling activation: close shots of runners tasting the mayo mixes carry the product better than wide shots of a busy booth.
• Shoot for more than one format: capturing camera, drone and phone footage in the same run gave the client landscape edits, press-ready stills and vertical social content from a single coverage day.
• Post while it is happening: publishing Stories during the carnival kept the activation visible to people who were not there, and gave the client content without waiting for the final edit.