Syukur
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
creative assets
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Links:
https://www.youtube.com/watch?v=zOw4M_EJ7bU
Product/Service:
Corporate greeting
Client:
CelcomDigi
Brief:
Brief:
CelcomDigi faced a clear challenge: despite being Malaysia’s largest telco, we lacked emotional relevance with a generation that values authenticity, self-expression and purpose. A group that once felt strong affinity toward the legacy telco brands today viewed CelcomDigi as just another utility provider — functional, but forgettable. And we need to rebuild post-merger emotional connection with youth in a transactional telco category, especially during this festive season.
Solution:
The Insight
Syukur — the deeply Malay value of gratitude embraced through the fasting of Ramadan — enlightens us to see the struggles of those less fortunate and to find grace in life’s small blessings.
The Film
We spotlighted the unsung resilience of youth who quietly endure Raya alone, without recognition through Melor's story - a young woman busking to afford her journey home, we showed that even small acts of empathy can restore hope.
