As Sime Darby Property (SDP) celebrated its first anniversary as an independent entity, the property developer wanted to re-evaluate its brand perception among customers and boost brand awareness. FOREFRONT was roped in to conceptualise a creative branding campaign.
As part of the 'Rediscover Our Hidden Gems' campaign, FOREFRONT conceptualised for SDP a musical-inspired music video ad, released during the days leading up to Malaysia Day in 2018. Not only was the video a tribute to our nation's unity, it was also SDP's way of encouraging people to rediscover its existing landed residential properties.
Titled Rediscover Our Hidden Harmony, the cheery musical is set in a kopitiam and features a diverse cast singing and dancing in perfect synchronicity, signalling the effortless comraderie that we often encounter when a community of Malaysians come together. Aired after the 14th Malaysian general election, when Malaysians were still reeling from heady feelings of patriotism and love for the country, this production was more than just a Malaysia Day greeting ad. The musical-inspired music video served as a timely reminder to rediscover and appreciate present bonds and relationships that already exist among us, no matter our racial identities, socioe