1. Film & Branded Content Kancils [1.10 Best use of Cultural Insights in Film & Branded Content]
Over the past year, controversies and debates surrounding vernacular schools, racial disharmony and disparity in wealth had been causing Malaysians to be more divided than ever. For Merdeka, instead of championing the story of one real-life challenger like what we had been doing for the brand during festive seasons, we were tasked to create a film that would resonate with all Malaysians during such trying times.
Addressing such sensitive topics in a multi-cultural country meant that we had to be careful in how our narrative was framed. So, we created a film that takes the audience into a colour-coded world, where a clear divide exists between the rich and the poor, the urban and the rural, the employers and the employees, and so on. By using colours, we were able to symbolise the assumed differences and struggles that segregate Malaysians from one another, and ultimately, strip away the colours to show the nation how we are all actually playing for the same side - the side of progress.