Hari Raya is Malaysia's biggest cultural and commercial moment. The brief: leverage it to drive purchase. The work had to earn its place in the celebration, not borrow from it.

The idea started with the ketupat. A woven palm-leaf parcel of rice, both food and decoration, it's one of the most recognised symbols of Raya. You see it, you know it's Raya.

The final logo wove the ketupat's lattice directly into the Apple silhouette, in a Raya green. Restrained enough to still read as Apple. Specific enough to read as Malaysia. During Raya, Malaysian homes hold open house, doors open, anyone welcome. The mark became Apple's version of that gesture, hung across apple.com, the Apple Store Online, the Store app, EDMs, and in-store. The store, this season, was also open.

"Round up the celebrations" framed the Apple Store as the destination for something new this Raya, with the product lineup curated by colour to match the festive palette.

Channel copy did the cultural lift. Every line tied to a specific Raya behaviour. "A blazing-fast chip for your Raya entertainment" came from the insight that visiting families means hours in other people's homes and kids who need entertaining. "48MP Main camera. Adds more colour and detail to your photos." spoke to the sheer volume of family photos taken across the week. The lines weren't decorative. They were observational.

Apple didn't show up for Raya. It showed up in Raya.