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Marketing Featured Southeast Asia

MILO celebrates the ‘Malaysia Can-Do’ spirit this Malaysia Day

Kuala Lumpur, Malaysia – MILO Malaysia, together with Mediabrands Content Studio (MBCS), has released the #MalaysiaBolehBersamaMILO campaign to celebrate the Malaysian spirit of unity this Merdeka and Malaysia Day. The campaign is inspired by the ‘Malaysia Boleh’ (Malaysia Can-Do) spirit, encapsulated in the Malaysia Boleh sports cheer, which was coined by MILO for the SEA Games in 1993.

Since the said SEA Games, the MILO-originated slogan has been used by Malaysians as a chant for hope, fueling their never-give-up mindset, signifying MILO as a symbol of inspirational strength through the generations and serving to unite all Malaysians through the goodness of MILO.

Rudy La Faber, creative director of MBCS, said, “While people in Malaysia and abroad regularly cry out ‘Malaysia Boleh’ when supporting our nation, a lesser-known fact is that the slogan was coined by MILO in 1992 and in the following year, officially used by MILO for SEA Games. This legendary phrase is now etched in the minds and hearts of every Malaysian as a battle cry to uplift our spirits at major sporting events. We wanted to reinvigorate the power of this slogan and take it to new heights through inspiring stories of MILO, as celebrating the Malaysian spirit of unity is what #MalaysiaBolehBersamaMILO is all about.”

The campaign was flagged-off with the iconic MILO vans taking a nationwide tour, giving out over 20,000 cups of MILO nationwide to energise Malaysians to go further. The MILO samples are shared in cups that have been reskinned, the designs having been infused with elements that link to Malaysians’ memories of MILO. 

Catherine Yap, consumer marketing manager of MILO, said, “Over the years, MILO® has built and preserved a strong brand bond between Malaysians, and we will continue to champion and energise Malaysians with the nutritious goodness of MILO® for many more years to come. We hope the Malaysia Boleh spirit will live on and fuel Malaysians to go further in life, no matter what they set out to achieve. The MBCS team have managed to take the well-known slogan and give it a fresh new lease of life, with MILO® planted at the very heart of it.”

The campaign culminates in a live projection across the TS Law Tower, Malaysia’s first 360 LED building facade display, on the evening of 16 & 17 September. The Kuala Lumpur skyscraper will be illuminated in the iconic MILO green which symbolises MILO’s inspiration to continue fueling Malaysians with the ‘Energy To Go Further’.

A finale event in Dataran Merdeka on 16 September will wrap up the nationwide tour with special performances and energetic activities aligning with the MILO brand mission. The intention is to bring the nation together to celebrate the country’s significant milestone – the commemoration of the establishment of the Malaysian Federation in 1963 – showing the unity of a nation over the goodness of MILO. 

La Faber adds, “The creative direction for the cups and messages were inspired by grassroot conversations around MILO® and its iconic trucks and vans. These vehicles have become a gathering point for the nation that cut through every demographic, as they continue to excite and bring Malaysians together. It just goes to show you how MILO® has inspired generations in so many ways, and #MalaysiaBolehBersamaMILO continues to energise our Malaysia Boleh spirit!”

The campaign runs till 16 September 2022 and is further amplified across all social media channels. 

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Marketing Featured Southeast Asia

OPPO’s new campaign celebrates the Malaysian spirit one vivid portrait at a time

Kuala Lumpur, Malaysia – OPPO celebrates the Malaysian spirit and character this Merdeka and Malaysia Day through its colourful and interesting new brand campaign called ‘Our Traits in Portraits’. Through a montage of ‘portraits’, a different personality and character is spotlighted.

Done in collaboration with Ensemble Worldwide, the creative unit of Mediabrands Content Studio (MBCS), the campaign showcases valued traits of Malaysians such as resilience, devotion to tradition, and strength and determination to achieve significant aims in life. 

Each portrait is a vivid and gorgeous shot featuring a specific Malaysian in his/her walk of life, and through this ultra-clear detail, the campaign aims to shine a light on the best portrait features of OPPO’s Reno8 Series, and ultimately, cement its position as ‘The Portrait Expert’.

Norman Tang, creative director of Ensemble Worldwide, said, “Portraits are powerful mediums. A rich, vivid one captures the traits that clearly define who we are. This motivated us to look towards portraits as a way to showcase the traits that make us extraordinary as Malaysians. Particularly portraits shot by The Portrait Expert – the Reno8.”

Tang shared that in order for them to breathe life into Reno8’s Merdeka/Malaysia Day narrative of ‘Our Traits in Portraits’, the team searched for inspirational Malaysians and landed on a diverse set of personalities which included a K2 summiteer, a para sprinter, a national flood relief hero, and more. 

“All possess different traits that Malaysians are known for and are proud of. Resilience, generosity, strength, creativity… the list goes on. We definitely struck gold with these heroes,” he added. 

Alex Chen, marketing deputy director of Oppo Malaysia, commented, “The video showcases an amalgamation of distinctive characteristics that every Malaysian possesses, that resonates with OPPO’s brand proposition – “Inspiration Ahead”. Just like them, we are all about empowering people who are not afraid to take on challenges. Together, OPPO wants to be a part of every Malaysian’s daily [life], and hopes to inspire and encourage Malaysian users to embrace future challenges with optimism and dedication.”

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Marketing Featured Southeast Asia

MBSB Bank observes Malaysian spirit in new national celebration campaign

Kuala Lumpur, Malaysia – As a commemoration of Malaysia’s Independence Day (Hari Kebangsaan) and Malaysia Day 2022, MBSB Bank, an Islamic Bank based in Malaysia, has launched a new campaign, which is a social experiment to observe the Malaysian spirit on how far they would go to help a stranger. 

Developed in partnership with Mediabrands Content Studio (MBCS), the global content studio by IPG Mediabrands, the film was directed by Esham Shahlin, produced by Artisia Productions, and released on digital channels.

Titled ‘Sejauh manakah…’, which in English translates to ‘how far’, the film sees a lone man struggling to push his broken-down old PROTON Saga car through the famous streets of Klang Valley amidst crowds of onlookers. Its journey takes viewers through popular areas in the Klang Valley including Klang, Shah Alam, Petaling Jaya, Chinatown, and Dataran Merdeka, as well as other landmark areas in the city.

Kevin Le, executive creative director of MBCS, noted that undertaking this project with MBSB Bank was both moving and inspiring, and they wanted to see if their enthusiastic Malaysian spirit still lives on against this backdrop of increased traffic and other post-lockdown challenges. 

He further shared that proving true to the message of the film – ‘Selagi kita bergerak bersama, langkah demi langkah, kita akan sentiasa berdaya maju’, which is translated to ‘As long as we move together, step by step, we will continue to succeed’.

“The artistic direction of no dialogue was a conscious choice as we took our audience on a journey, playing off the ‘Uncle’s’ lone struggle against a backdrop of apathy, complemented by an altered and moving piano rendition of Negaraku,” said Le. 

Meanwhile, Azlina Mohd Rashad, chief corporate officer of MBSB Bank, said that they wanted to capture the essence of who Malaysians are, and this social experiment showed it to them in abundance. 

“MBCS has portrayed this idea with the heart and soul that rhymes so well with the theme of ‘Keluarga Malaysia Teguh Bersama’ (Malaysians Stand United). Just like the film, MBSB Bank is always by your side, to accompany you and be part of your journey. ‘Sejauh manakah…’ is a gift to the nation from MBSB Bank in celebrating the National Day and Malaysia Day 2022.”

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Marketing Featured Southeast Asia

WATCH: OPPO’s ad for Malaysia Day a unique take on ‘togetherness’

Kuala Lumpur, Malaysia – With Malaysia Day around the corner, smartphone brand OPPO together with creative agency Ensemble Worldwide has come up with a unique but endearing narrative on the importance of family and togetherness for its commemorative ad.

Titled ‘D Flat’, the four-minute film starts with blasting gory music featuring individuals of different backgrounds that have turned completely rowdy. As the film progresses, we see that this is a mere imagining of the real sticky situation that the protagonist ‘Fahmee’ is in, losing his income and photography studio.

The ‘neighbors’ who were shown to be a complete disturbance to Fahmee in the beginning, would soon turn out to be his ‘blessings’, helping him to recover. Through the use of the new Reno6 by OPPO, Fahmee chanced upon taking the casual photo of his neighbor and bakeshop owner, which by surprise, garnered attention from his other neighbors due to the photo’s great quality and professionalism.

Soon, Fahmee is commissioned to take the photos of his other neighbors – a salon owner, a music teacher, and an aunty – and slowly rebuilt his portrait studio.

Creative Director of Ensemble Worldwide, Norman Tang, said that the character of Fahmee and what he is going through is one that is relatable to many Malaysians who have been affected either directly or indirectly by the pandemic.

“When thinking about the idea for Malaysia Day, we wanted to play out this idea of unity as it starts with our neighbors, our closest connections outside our family. Unity is a very basic concept, and it starts with a single gesture of reaching out to one another,” commented Tang.

Meanwhile, Nikki Chen, OPPO’s marketing director, said that this message of harmony and unity is what OPPO wants to share this Malaysia Day.

“The team at Ensemble has managed to put together a very ordinary story in a very extraordinary and beautiful way while demonstrating the Reno6. We hope it will touch the emotions of all Malaysians the way it has touched us in putting it together,” said Chen.

The film is directed by renowned Malaysian director Lobak Loon and ends with the tagline ‘Erat sebumbung. Harmoni bersama’ which loosely translates to ‘Together is a place called home’. The ad went live on 7 September 2021 across digital platforms.

Malaysia Day will be celebrated on 16 September. The film for Independence Day is also part of OPPO’s overall campaign for Reno6.

The new model was launched in August with the product tagline “Every emotion, in portrait,” highlighting the “Bokeh Flare Portrait” and “Bokeh Flare Portrait Video” feature for stunning portrait images.

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Marketing Featured Southeast Asia

MILO defines the Malaysian spirit of strength in latest film for Independence Day

Kuala Lumpur, Malaysia – Nestlé’s classic energy drink MILO tries to define what it really means to have the ‘Malaysia Boleh’ or Malaysia’s can-do spirit in its latest animated ad for the celebration of Merdeka and Malaysia Day.

Malaysia will soon be celebrating its country’s independence on Merdeka day on 31 August as well as on 16 September, which is the country’s official independence day. In time for the commemoration, MILO has partnered with Reprise Digital, Mediabrands’ digital creative agency to create an animated film that would bring tribute to the Malaysian spirit of strength.

Titled ‘Tetap Di Sisi Walau Berganti Generasi’, or which means ‘always by your side’, the ad highlights MILO as a symbol of strength that has stayed with Malaysians over many generations, which is a parallel to the 64-long historic journey of the country since it became independent in 1957.

MILO_MERDEKA

The ad answers the question, “So what would be the pillars of our strength be then?” The film shows that strength can be ‘given’ and shown in many different ways. It can be through the sharing in the happiness of each other and the fostering of a precious friendship. The ad also shows that strength can be passed on through random support from a stranger.

These were depicted through the cheers of a MILO cup, the sharing of blessings between friends and family through money that was carefully saved in a repurposed MILO tin, as well as the giving of food donations to those who need them the most.

Ultimately, the answer still lies in being able to have the ‘energy’ to overcome own challenges and to become a person for others, which has always been the brand’s slogan.

“Almost like a divine inner whisper, ‘We can;’ for within that energy, lies the strength to overcome challenges,” said in the film.

Reprise Digital’s Creative Director Eddy Nazarullah shared that what they wanted to convey in the film is the spirit of never giving up.

“Though the world has been put on lockdown, it is inspiring to know that nothing can stop creativity and the generosity of spirit which is Malaysians supporting Malaysians.”

“There are many who are struggling through hardships, Malaysians can and will get back up stronger. This film is meant to show the strength in spirit of Malaysians and serve to remind us that as a nation, we are unstoppable,” Nazarullah adds.

Meanwhile, Ng Su Yen, business executive officer of MILO, commented, “Although this year’s Merdeka and Malaysia Day is celebrated differently without the usual parade or fanfare, we want Malaysians to reminisce what we have accomplished together for the past 64 years and how we keep striving to create a better Malaysia.”

Ng Su Yen added, “The team at Reprise have managed to bring that message of hope that MILO brings of ‘staying by your side’ in special times.”

In addition to the film, MILO has also released limited-edition commemorative tins. MILO reimagines its classic tin with two new designs that have been customized by a local designer from ‘Loka made’ to portray the intrinsic culture of Malaysian’s heritage and lifestyle, “both in and out of home.”

Moreover, an augmented reality element has been incorporated by way of a QR code on the tins, with designs portraying the ‘Warung’ known as a roadside stall, and ‘Kopitiam’, a traditional coffee shop setting. 

As of writing, the film has already garnered over a million views since its official launch on 16 August. The digital-only campaign will be running until Malaysia Day on 16 September.

The limited-edition tins are available on both Shopee and Lazada.