Introduction
Campaign Concept
Creative Direction
Video Production Management
Digital Design
OOH Media Production
One of Malta’s biggest telecoms brands. A new rewards program. And a simple, powerful truth to build a campaign around.
The Mission
Melita wanted to say thank you – not for a reason, not for a milestone. Just because you’re a customer. Our job was to turn that generous spirit into a campaign with real cultural cut-through across digital and out-of-home.
The Work
Our scope covered everything from concept to delivery – concept, creative direction, tagline, storyboarding, video production management, and all digital and OOH assets.
At Nero Whyte, we don’t do safe. We push brands to the edge of their identity – far enough to be memorable, close enough to stay true. On this campaign, that meant leaning into the unexpected. Humour. Moments that make you stop mid-scroll.
The tagline Extra Feels Good became the heartbeat of it all. And to bring that feeling to life, we created MeMe — a pink, fluffy character evolved from Melita’s own emoji identity, the physical embodiment of getting a little extra.
The campaign followed four protagonists: the gamer dad, the yoga mum, the influencer baker, the gym bro. Real archetypes. Real Melita customers. Their stories ran across social media and billboards nationwide – making Extra feel personal, joyful, and impossible to ignore.
