Racheal Lee
Jul 8, 2013

Malaysia Airlines launches global integrated campaign

KUALA LUMPUR - National carrier Malaysia Airlines has launched a global integrated campaign, entitled “Journey,” to unveil its belief that “Journeys are made by people you travel with”.

Developed by Ogilvy Malaysia, the campaign consists of a film, print and billboards. It was launched in Malaysia, Singapore and Indonesia on 17 June and in China, Hong Kong, India and Thailand on 1 July.

The campaign will be rolled out to additional markets shortly, including Malaysia and the ASEAN, the UK and Europe. IPG Mediabrands is the media agency.

The film, which is available in 30-, 60- and 90-second versions, was shot by Stink’s director Andy Fogwill. Inspired by human life and the bigger journeys that make it, it celebrates life journeys that are made meaningful by special people along the way.

Malaysia Airlines appointed Ogilvy Malaysia in March last year for its master creative duties, and subsequently IPG Mediabrands in the global media pitch in September.


Client Malaysian Airlines
Agency Ogilvy & Mather, Kuala Lumpur
Chief creative director Gavin Simpson
Copywriter Andrew Low
Art director Gavin Simpson, CK Tan
Audio visual director Eric Yan
Producer Loo Seng Tuck
Servicing Vivien Linggi, Muhammad Uwais, Khairy AlFiqry
Production company Stink, Shanghai
Director Andy Fogwill
Director assistant Veronica Von Hunefeld
DOP Ray Coates
Executive producer Desmond Loh
Producer Anne Lifshitz

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