Dentsu Malaysia, Axiata team up for new campaign celebrating local hidden heroes

Kuala Lumpur, Malaysia – Dentsu Malaysia has teamed up with Axiata Group Berhad this year’s Merdeka campaign to honour Malaysia’s unsung heroes, whose achievements have quietly placed the nation on the global map.

Running from Merdeka Day (31 August) to Malaysia Day (16 September), the campaign deviated from paying homage to well-recognised national icons and instead spotlighted everyday Malaysians, including a NASA competition winner, an esports champion, a dedicated teacher, a clinical scientist, an international photojournalist, and an international speech competition winner, who may not be usually known to fellow Malaysians for their extraordinary achievements.

Running on all key social and digital platforms, including Facebook, Instagram, LinkedIn, X, and YouTube, the campaign surpassed expectations, doubling Through Plays and Engagement, with a reach of over 4.2 million. It generated 3.88 million views on TikTok, 2 million views on YouTube, and 1.2 million views on Meta.

The production, completed in just two days, showcases the dedication of both teams.

Ellison Fernandez, executive creative director at dentsu Malaysia, said, “By focusing on the stories of lesser-known achievements, the campaign showcases how everyday Malaysians push boundaries to inspire others to unite, combining talents to elevate the nation’s reputation on the global stage. These unsung heroes embody Axiata’s commitment to advancing every individual towards becoming catalysts for change.”

Meanwhile, Audrey Chong, CEO at dentsu Malaysia, commented, “As a team with our roots in Malaysia, we resonate deeply with Axiata’s identity with the nation and ambition to sew the fabric of the nation. This campaign was born out of a recognition that people from all walks of life form our nation’s collective identity, no matter how big or small, and while popular national icons are celebrated, we must also elevate individuals who have excelled for Malaysia in their own ways. We are proud to be part of this meaningful campaign with Axiata and are grateful to all involved delivering this in a limited amount of time.”