QE Convenience Store in Malaysia is positioned as the place for people who are price-conscious. In this set of print advertisements the tag line “For people who like to save every sen” is presented in three hazardous environments, the bull run, the snake dance, and the war zone. The sen is the equivalent of a cent, one hundredth of a ringgit.
The QE campaign was developed at Grey Kuala Lumpur
by executive creative director/art director David Sin, art director Phoecus Lee, copywriter Gautam Mehta.