Our Malaysia - Then and Always
1. Film & Branded Content Kancils [1.2a Film (Online): Single]
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Links:
Product/Service:
Financial
Client:
AmBank Group
Brief:
The task was to develop a Merdeka Brand Film for 2025 that incorporates the 50th Anniversary “Malaysia Kita” theme for AmBank Group. “Malaysia Kita” serves as a reminder of how unity and diversity have shaped our nation’s growth over the past 50 years. It also calls on us to carry these shared values forward, as we continue to grow together for the next 50 years and beyond.
The Storyline Direction should showcase AmBank Group’s dedication and contribution to the Malaysian community — including representation of East Malaysia. The film should be create an emotional and relatable connection with the audience, while tying the story back to AmBank Group’s 50th anniversary, which falls in August, AmBank’s birthday month.
Solution:
To answer the brief, we created a film that weaves in AmBank Group's anniversary theme into the Merdeka spirit seamlessly through our Sei-katsu-sha philosophy of perceiving our consumers as people with unique lifestyles.
1. Rooted in Real Lives, Not Just Moments
This film reframes Merdeka as more than a historical milestone. It is a living, breathing experience embedded in the everyday lives of Malaysians. Guided by Hakuhodo’s Sei-Katsu-Sha philosophy, which sees people as life-living individuals rather than mere consumers, “Our Malaysia: Then & Always” captures real families and how Merdeka resonates across their past, present, and future.
2. Bridging Generations, Cultivating Belonging
The campaign explores the subtle yet powerful ways unity and diversity thrive across generations. From intergenerational conversations to humble family meals and shared laughter, the film reveals how Merdeka’s ideals live on in daily routines. In doing so, AmBank becomes a bridge that nu
