Max the Cat Intern
Ministry of Communications and Information
Believe it or not, this feline will actually teach you valuable digital knowledge.
MCI had two objectives: to introduce local tech SMEs and encourage digitalisation in our daily lives. With a topic so dry, we really needed something to grasp people's attention.
Max The Cat Intern (M.C.I)
Cat videos are all the rage. They easily catch people's attention and people tend to watch it no matter what the content is, as long they're cute and silly.

‍Leveraging that user behaviour, we wanted to explain tech terms in an easy-to-understand and engaging manner. Using a cat as an intern who is ditsy and unfamiliar with tech to front this series, we brought viewers through his intern journey and daily life.

If a cat can learn it, so can you!
Part One: Max's Office Adventures
We lured people in with mischievous teaser videos, positioning Max as a cheeky little intern. Comic strips were then used to elaborate in-depth on how each company's technology works.
Part Two: Max Out-Of-Office
Now that Max has learnt about digitalisation at work, we see how he can apply it out of the office, in daily situations. In turn, teaching the viewers how to integrate these techniques in their daily lives. If a cat can do it, so can you. We created interactive IG Stories that allow users to decide what Max does next by polling. A content series of four, we covered topics regarding transport, e-payments, government services and healthcare.