Tenaga Nasional (TNB) is featuring children from East and West Malaysia in its Merdeka Day and Malaysia Day campaign titled "Deklarasi Anak Malaysia" (a declaration by the future generation). Done in collaboration with Entropia which it recently appointed, the campaign bears in mind this year's theme of Malaysia Prihatin (Malaysia Cares) and shines the spotlight on Malaysians from all walks of life overcoming challenges together, fulfilling the promise of Tunku Abdul Rahman's declaration in 1957.
Using the voices of children, the film reflects how frontliners and other everyday heroes stepped up during this unprecedented and turbulent time. It intricately injects the essence of patriotism and gratitude into the hearts and minds of viewers, energised by the well-known chant of “Merdeka! Merdeka! Merdeka!”.
TNB's chief corporate officer, Wira Roslan Ab Rahman, said its strategy is to become a globally-recognised energy company that is socially and environmentally responsible, while creating consistently better value for stakeholders.
"We believe Entropia is the right partner to bring this to fruition. And with our first campaign we hope to bring back the message of hope and care, inherent in Tunku’s speech, to Malaysians at this critical time. Together, we power a better, brighter Malaysia with the energy to move ahead," he added.
Entropia's founder and senior partner, Prashant Kumar, said TNB is an unsung icon of Malaysia. "It has been a bedrock of Malaysia’s progress. And this is our first step towards telling that story better, at the cusp of content, data and technology, in a manner that resonates with the people at large," Kumar added.
Meanwhile, Entropia's creative director Zaheer Kaisar said when it started exploring the creative concept, the team was surprised to learn the original speech was written in English and Jawi.
"After doing more research, we realised Tunku’s message is still very relevant and powerful in these challenging times. Now, even more so, as we’re fighting a deadly and invisible enemy. And why kids? Because they have suffered the most, and yet they're the ones who constantly remind us to stay strong, inspiring us to hope for a better future," Zaheer explained.
Last month, TNB appointed Entropia to manage integrated duties comprising creative, media and digital, following a pitch called last October which saw IPG Mediabrands defending the account and VMLY&R vying for it. A+M understands that the appointment is for two years and that Entropia was appointed because of its strong strategic thinking, its understanding of the new age perception, its commitment to the future and having its finger on the pulse.
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