OPPO Malaysia Through The Lens

2. Audio Kancils [2.7 Creative Effectiveness: Audio]

Links:

Product/Service:

OPPO Reno Series

Client:

OPPO Malaysia

Brief:

Celebrating a decade of success in Malaysia, OPPO Malaysia sought to express its gratitude in a way that goes beyond the usual corporate social responsibility efforts. OPPO wanted to make a genuine impact that resonates deeply with Malaysians and reflects the brand's commitment to the community. By understanding the psyche of Malaysians and identifying what is truly unique to them their rich cultural heritage OPPO saw a chance to do something more profound. Findings revealed that many Malaysians have lost touch with their cultural roots, with some ethnic traditions and art forms fading into obscurity, especially among younger generations. Recognizing this gap, OPPO Malaysia launch the #OPPOMalaysiaThroughTheLens campaign in collaboration with the UNESCO and Tourism Malaysia. This initiative is dedicated to preserving and revitalizing Malaysia's diverse and disappearing cultural heritage, combining its technological strengths to making a lasting, cultural impact.

Solution:

Through OPPO's cutting-edge imaging and AI technology, five fading cultures were captured in breathtaking portraits, while video stories brought these traditions to life. Each portrait, taken using OPPO smartphones, and video showcases the cultural practitioners behind these cherished traditions. Their perseverance and dedication to preserving their cultural heritage in modern times are told through concise but powerful narratives, offering a glimpse into their personal journeys. The stories, localized in the artists' native languages, aim to inspire and give these practitioners the recognition they deserve, shining a spotlight on their untold backstories. Original music, composed using traditional instruments and melodies played by the artists themselves, was carefully crafted and approved by each practitioner to authentically carry their legacy.

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