Malaysian telco Maxis has launched a short film featuring seven eclectic Malaysian personalities in celebration of National Day. Titled #100peratusMalaysia, the campaign aims to send a message that the personalities all share the Malaysian identity despite their diverse backgrounds.
In the film, the personalities were taken through a “journey of self-discovery” as they leverage technology to dig deeper into their identities through DNA testing. Despite results showing that they had a link to various geographical locations around the world, the film revealed one thing in common – they are all #100peratusMalaysia.
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The integrated campaign, which runs from 26 August to 22 September, will leverage platforms across social media, television, radio and print mediums. It is conceptualised by creative agency Leo Burnett and production house Think Tank.
The personalities involved in the campaign are: writer and activist, Marina Mahathir; food ambassador of Tourism Malaysia, Chef Wan; Miss Universe Malaysia 2011, Deborah Priya Henry; performing arts icon, Tiara Jacquelina; actor and comedian, Douglas Lim; SEA Games gymnastic gold medallist, Farah Ann Abdul Hadi; and national football legend, Santokh Singh.
Tai Kam Leong, Maxis’ head of brand and marketing explained that the premise of the National Day campaign lies in using technology to not only understand Malaysians’ unique differences in a new light, but also acknowledge that their diversity is what makes the community stronger. “The more we know ourselves, the more we realise that our differences tell the story of who we are as Malaysians. At the end of the day, our love for Malaysia, our homeland, is what unites us, and we hope that this campaign will raise the spirits of Malaysians everywhere,” he added.
Earlier this month, Maxis appointed Publicis Groupe for its integrated pitch, leading Leo Burnett create a bespoke team for Maxis with talents from the Groupe. In a statement to A+M, it said the partnership will comprise an ecosystem that includes strategic, creative, media, digital and technology specialists with a business and marketing outcome-focused mindset.