Gelombang - Etiqa Merdeka 2024
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
https://www.youtube.com/watch?v=xPwMCQ36LhY
Product/Service:
Festive Web Film Merdeka 2024
Client:
Etiqa Insurance
Brief:
For years, local Merdeka ads have started veering into cliched territory. Themes commonly revolve around unity, friendship or history. While these topics are interesting, they lack a 'call to action' for the viewer after watching '“ hence, little long-term impact. The challenge laid out by Etiqa was to create a Merdeka ad that would reinvent the genre, reflecting Malaysia's maturing as a nation '“ to progress from 'feel good' to 'do good'.
Solution:
The big question: What could the everyday Malaysian do to contribute to the country, in a tangible and practical way? Inspired by recent conversations about local versus international brands, we realised that the 'sapot lokal' movement had never been truly championed outside of a cold, commercial manner. This sparked a unique perspective on loving the country, and why it matters '“ simply by choosing to travel locally, and seeing the impact it brings to hardworking ordinary folk.
