2025 in review: Malaysia's campaigns that won hearts and feeds

2025 has been a whirlwind year for Malaysian marketing, packed with campaigns that grabbed attention, sparked conversations, and won over audiences in unexpected ways. From playful brand banter that had people double-tapping and sharing, to social video series and mini-dramas that drew viewers in with heart-tugging storytelling, the local creative scene was brimming with energy. Brands were experimenting, taking risks, and finding fresh ways to connect with audiences beyond traditional ads, turning social media into a stage for humour, creativity, and even a little friendly rivalry.

Then there was the plushie phenomenon. Yes, 2025 might very well go down in history as the year of the plush mascot. Across campaigns, brands leaned into the irresistible charm of soft, fluffy companions — each with its own distinct personality and twist — sparking a trend that saw cuddly characters appearing everywhere from social content to in-store activations. It was proof that when it comes to brand storytelling, emotion and relatability can come in many forms, even in the shape of a tiny, huggable mascot.

To cap off the year, A+M Malaysia has tracked five of the most loved campaigns that stood out in the local market. These campaigns didn’t just win likes or views; they sparked genuine engagement, conversation, and brand love.

From the clever and cheeky to the heartfelt and whimsical, they reflect the creativity, playfulness, and cultural nuance that defined Malaysian marketing in 2025. In this roundup, we celebrate the campaigns that left a mark on audiences, proving that in a fast-moving, content-saturated landscape, it’s the campaigns with heart, humour, and creativity that rise above the noise.

Check out the campaigns below, arranged in alphabetical order: 

Don't miss: When scale meets strategy: Agency shake-ups that shaped 2025 

Farm Fresh takes a jab at Magnum ice cream in cheeky ad

Farm Fresh stirred up chatter on social media after a cheeky Cream Hauz ice cream ad was spotted taking a direct jab at Magnum’s iconic tagline.

In a viral photo snapped at a convenience store, a Farm Fresh poster was placed side-by-side with Magnum’s “Stick to the original. Like a Magnum is not Magnum” ad. The local dairy brand responded with its own twist: “Like the original, tapi harga berbaloi” ('Like the original, but more affordable').

The jab comes as Farm Fresh continues to push its Cream Hauz line of frozen desserts, which first launched in September 2024. The line includes a classic vanilla-and-chocolate variant that mirrors Magnum’s flagship bar, alongside two other flavours: chocolate ice cream coated in chocolate and nuts, and vanilla topped with chocolate and nut layers.

Read more here. 

KFC Malaysia hops on the plushie train with 'Kepcibara' drop

KFC Malaysia is turning up the heat on fan engagement with its latest campaign, "Kepcibara", which introduces a trio of charming capybara plushies that are set to capture hearts.

Teasing the arrival of the new plushies, KFC Malaysia, in partnership with creative agency Naga DDB Tribal, shared posts about the 'gebu buddies' ('fluffy buddies') on social media, in a build-up to the soft toys' release. They will also come in the form of blind boxes.

At the heart of the campaign are three 3.5-inch tall plushie capybaras, each with their own quirky personality and backstory. Once ordinary capybaras who escaped the zoo, Chiket, Buck Buck, and Zingi became utterly obsessed with the irresistible aroma of KFC, transforming into the “Kepcibaras” in their quest to devour all things crispy and delicious.

Read more here.

Malaysian commuters have their own Ddakji man as Squid Game hits Ampang Park MRT

Netflix Malaysia and MRT Corp has brought Malaysian fans closer to the highly anticipated Korean series, Squid Game.

Located at MRT Ampang Park, the campaign saw the series come to life in an immersive activation featuring elements from the popular show's second and first season such as guards in pink jumpsuits, a man in a suit known as 'Ddakji man' and a giant doll named Young-hee.

As part of the campaign, fans were invited to channel their inner Player 456 in a series of interactive elements and photo opportunities mirroring the show. Fans could also recreate their own Squid Game experience from the infamous player registration grid to the maze staircase. 

Read more here.

Resorts World Genting roars ahead with Malaysia's first full-length lion dance documentary

Resorts World Genting (RWG) is cementing its place as a cultural powerhouse with the launch of Jiwa Singa, Malaysia’s first full-length lion dance documentary, and a brand-building move that underscores its long-standing legacy in promoting the centuries-old tradition on a global stage.

The film, now streaming on Resorts World Genting’s official YouTube channel, traces the evolution of lion dance, from its cultural and spiritual roots to its rise as a world-class competitive sport. Narrated in Bahasa Malaysia, the documentary offers a deep dive into the significance of lion dance in Malaysian culture, while showcasing how the art form has transformed in recent years.

It features insights from the Kuala Lumpur and Selangor Association of Dragon and Lion Dance, whose chairman recounts the history of the tradition in Southeast Asia, dating back to the 1890s. Also featured is Lim Meng Kok, a veteran lion head craftsman with over 40 years of experience, who shares the intricacies and pride of the trade.

Read more here. 


ZUS Coffee's playful billboard takes jab at Siti Nurhaliza, and the return of the ZUS Buddy plushies

Malaysian coffee chain ZUS Coffee has generated online buzz once again for its creative billboards. This time, the brand's billboard took a playful jab at national songstress Siti Nurhaliza.

In a TikTok video seen by A+M, the billboard depictured a woman from the nose down holding a ZUS Coffee cup. Accompanying the image is a text which reads "ZUS Coffee is Siti's favourite." Below it, a small phrase reads "Might not be the Siti you're thinking of". 

Later in June, ZUS Coffee’s recent cryptic posts featuring its Blue Buddy character have been unveiled as a relaunch of its "ZUS Buddy" plushie. This time, with a range of emotions and expressions. The plushie campaign is set to run for six weeks beginning today 16 June to 27 July while stocks last. According to ZUS Coffee, the new plushies are here to remind everyone: "It's okay to feel emotions, because every feeling matters".

Read more here, and here.

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