Malaysian telco company DiGi is celebrating Malaysia Day, a day to commemorate the establishment of the Malaysian federation, in partnership with creative agency Naga DDB.
Naga DDB has created a funny viral video titled ‘My story’ based on the topic of ‘sambal belacan’, a signature chili, shrimp paste sauce, commonly found in Malaysian cuisine. The creative concept plays with the simple concept 'We're all different. But still same same'.
One can be Malay, Chinese or Indian, but in the end, everyone still loves sambal belacan. The different languages and cultures in Malaysia are what makes the nation beautiful.
DiGi is also tagging a promotional print ad with the telco's mascot Yellow Man hugging the Blue Bear. DiGi is also airing the ad through satellite TV.
Alvin Teoh, ECD at the agency said: "When Malaysia day was approaching, Astro invited Malaysians to submit videos of what they saw as Malaysia. They called that project, My Story. We saw an opportunity to something for unity. Our 1% for unity."
"Humour must be the hardest thing to do, really. There was a lot of fear that it would be flat," Teoh adds.
Credits:
Project Malaysia Day
Client DiGi Telecommunications
Creative agency Naga DDB, Malaysia
Executive creative director Alvin Teoh
Art director Loo Chun Guan
Copywriters Alvin Teoh, Loo Chun Guan
Agency producer Sharon de Silva
Media agency Astro
Production company Think Tank
Editor Mirrage Post
Sound Fuse
Exposure Television, print, online
