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SP Setia's Raya video showcases culture and family values, regardless of race

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SP Setia's new Raya campaign embodies the message "Setia di samping mu" (Faithfully, by your side), in a bid to resonate with Malaysians and ensure they are able to embrace the message regardless of race. Done in collaboration with Publicis Malaysia, Reservoir Productions and Rec Room, SP Setia's video seeks to promote a deeper understanding of each other's culture and beliefs. As such, it brought to life the story of a samping, which is mainly seen as a fashion statement.The video, which garnered over 1 million views, 14k reactions, 4.1k shares and 325 comments, unearths the wonders that the samping holds within, such as hidden values, forgotten purposes and lost meanings. It shows a family getting dressed for Raya and when a mother tries to put on a samping for her son, he complains that it is too hot. However, he eventually wears it, albeit reluctantly. When the family leaves the house to go visiting, the father then tells his son that the samping is not just an ordinary cloth but one with "magical powers".In a statement to A+M, Publicis Malaysia's spokesperson said it searched for an object that could tell a meaningful story this Raya. The idea was similar to its Chinese New Year film which revolved around a pair of chopsticks and the values it holds within, and was launched shortly after SP Setia unveiled its new brand philosophy "Stay Together. Stay Setia"."With research, we stumbled upon the samping. Gathering from real stories and personal experiences, we then wrote a script that we hoped would do justice to this piece of cloth; a script that would be meaningful, educational and filled with familial values," the spokesperson added.The video will run on Facebook Youtube, TV and in cinemas until the end of Raya. Check it out here:Campaign credits:Client: S P SetiaAgency: Publicis MalaysiaBusiness unit director: Alex SinAccount manager: Adeline QuekAssociate creative director: Yong Lai YinArt director: Yong Lai Yin, Sum Jia JunCopywriters: Cherry Lee (Eng), Suhaila Mohd Shukor (BM)Designers: Chan Siew Mun, Lisa Ong, Rachel Isabel JoyceAgency producer: Alyya SorayaProduction House: Reservoir ProductionsProducer: Nigel PintoFilm Director: Ismail KamarulDirector Photography: Cheong Mun WaiEditor: Soh Chia LokAudio House: The Rec RoomAudio House Producer: Xinyu LimMusic Composer: Kieran KuekPost House: Detouche PostPost Producer: Benjamin ChanOnline Artist: Steven Khoo

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