Lagu Teristimewa: Helo Malaysia

8. Brand Experience & Activation Kancils [8.4 Best use of sponsorships & partnerships]

Links:

Product/Service:

TM Hari Kebangsaan & Hari Malaysia 2025

Client:

Telekom Malaysia Berhad (TM)

Brief:

For years, TM connected Malaysians through technology, but not necessarily through feeling. As the nation's network grew stronger, its emotional connection with Malaysians quietly weakened. TM had become nothing but an infrastructure. Reliable, but, distant. National Day became a moment to rediscover what connection really means. Instead of creating another patriotic message, TM sought out a partnership that could teach it something about connection. One that would let Malaysians see and hear the country through voices often left out of its story.

Solution:

We collaborated with ZIMI'J, a band of autistic musicians, and the Early Autism Project to create Helo Malaysia, a National Day anthem built from their own experiences of belonging. This partnership was an exchange: 1. ZIMI'J shared their perspective on what Malaysia's unity and spirit sounds like. 2. EAP helped guide the collaboration and brought in children’s artwork that became the film’s visual heartbeat. 3. TM offered what it builds every day i.e. connection using its production resources and digital networks to carry these voices to Malaysians everywhere. Through this partnership, we learned how to use our voice more thoughtfully. And in doing so, we reconnected with the purpose we have always sought to serve: giving Malaysian access to connection, and every connection, a place for everyone.

Previous Next