LOOK Maxis Launches Merdeka Parade

Maxis has launched a virtual parade for Malaysians to come together this Merdeka and Malaysia Day.The campaign, from 27 August until 16 September 2013, is targeted at Malaysians in general.Merdeka Day and Malaysia Day, which falls on 31 August and 16 September, respectively, represent unity as they are days of establishment of the nation's identity and trajectory.Richard Chong, associate creative director of McCann Erickson, told A+M, "Merdeka Day is typically celebrated with a big parade at only one location where it gathers more spectators than marches. With this campaign, we've created a unique way for Malaysians to come together to celebrate the spirit of both occasions no matter where they live or who they are. This is more engaging and entertaining than just a static press ad."To join the daily parade, participants can upload their pictures on either the microsite (merdeka.mlp.my), Instagram and Twitter with the hashtag #unite4msia.Participants' creativity can be expressed in how they choose to pose.The campaign is promoted via print ads, online banners and social media engagement such as Facebook and Twitter.For this campaign, creative is managed by McCann Erickson, digital by Next Digital and media by Mindshare.