Manulife Malaysia dedicates OOH asset to showcase art by local illustrators

Manulife Malaysia has dedicated its out-of-home (OOH) advertising asset at the Muzium Negara MRT Station to local artists. Starting with Malaysian illustrator Emila Yusof (pictured right), the company will be showcasing different artwork every six months by collaborating with budding local artists.The art installation at the MRT Station depicts local heritage and culture, which is reflective of Muzium Negara. Emila Yusof’s painting was done amidst a backdrop featuring a typical kampung setting.In a statement to A+M, a spokesperson from Manulife said the Muzium Negara MRT station was selected for its strategic elements. Meanwhile, its dedicated wall is valued at approximately RM240,000 with an estimated ridership of 390,500 commuters monthly. The large number of commuters at the station not only secures brand awareness for Manulife, but also to evoke a sense of appreciation towards art and local talents, the spokesperson said.While its other assets were skewed towards brand awareness, products and services, Manulife’s dedicated wall was kept specifically for something “engaging and special”. The insurance company also tapped on local artists to provide them a platform to express and showcase their talent.“We are proud to have the opportunity to give back to our community by supporting aspiring local artists who are passionate about taking art to the next level,” the spokesperson said. Manulife aims for this initiative to be a gift to upcoming artists as well as to promote Malaysia’s local heritage and culture.When asked how the initiative ties in with Manulife’s brand values, the spokesperson told A+M that the company’s values are “own it”, “think big” and “get it done together”. “We envision to make a difference in our local communities, and are on constant look-out for opportunities to make that happen. This art wall is a clear expression of our vision – dedicated to all aspiring Malaysian artist, it stands for bringing dreams to life,” Manulife spokesperson said.