Lagu Teristimewa: Helo Malaysia

6. Digital Experience Kancils [6.10 Digital brand collaborations]

Links:

Product/Service:

TM Hari Kebangsaan & Hari Malaysia 2025

Client:

Telekom Malaysia Berhad (TM)

Brief:

Every year, Malaysia’s National Day floods digital feeds with messages of unity. Yet for many autistic Malaysians, inclusion remains something they only see, not something they live. TM, a human-centric technology company, saw a contradiction: connection means little if it excludes those who need it most. So instead of partnering with influencers or digital creators, TM collaborated with the neurodivergent band ZIMI’J and Early Autism Project (EAP) to let the autistic community create their own National Day anthem. The challenge was to turn TM’s digital ecosystem (YouTube, Instagram, and TikTok) into a living space for collaboration, where technology didn’t just broadcast a story but helped tell it, together.

Solution:

TM's digital collaboration united 3 forces: ZIMI'J, who wrote and performed Helo Malaysia; EAP, who connected TM with autistic children whose artwork became the visuals; and TM, who provided the platforms and production that carried their voices nationwide. Our story unfolded in phases, with each release deepening empathy: 1. Behind The Scenes: Released first, it pulled back the curtain on creation itself. Instead of presenting a polished anthem, TM invited the nation into the process for the viewers to see autistic musicians working, laughing, and leading. It challenged the quiet bias that they could not. 2. Music Video: Premiered on YouTube, it united sound and sight: the band’s anthem and children’s artwork woven together into one living expression of belonging. 3. Reaction Film: Shared on social media, it captured ZIMI’J’s unfiltered awe at seeing their own story on a national stage and a mirror held up to the audience, asking: when was the last time we truly listened?

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