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:
Client: S P Setia
Agency: Publicis Malaysia
Business unit director: Alex Sin
Account manager: Adeline Quek
Associate creative director: Yong Lai Yin
Art director: Yong Lai Yin, Sum Jia Jun
Copywriters: Cherry Lee (Eng), Suhaila Mohd Shukor (BM)
Designers: Chan Siew Mun, Lisa Ong, Rachel Isabel Joyce
Agency producer: Alyya Soraya
Production House: Reservoir Productions
Producer: Nigel Pinto
Film Director: Ismail Kamarul
Director Photography: Cheong Mun Wai
Editor: Soh Chia Lok
Audio House: The Rec Room
Audio House Producer: Xinyu Lim
Music Composer: Kieran Kuek
Post House: Detouche Post
Post Producer: Benjamin Chan
Online Artist: Steven Khoo