Lagu Teristimewa: Helo Malaysia
9. Entertainment Kancils [9.16 Brand Partnerships, Sponsorship and Collaboration]
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Links:
Product/Service:
TM Hari Kebangsaan & Hari Malaysia 2025
Client:
Telekom Malaysia Berhad (TM)
Brief:
Partnerships in advertising often start with one question: “Who can amplify our message?”
For TM, the better question was: “Who can teach us something about connection?”
On National Day, a moment built on the idea of unity, TM sought collaborators who could redefine what that unity sounded and looked like.
We found that in ZIMI’J, a band of autistic musicians, and Early Autism Project, who have long worked to create spaces of understanding for Malaysia’s neurodivergent community.
Together, we set out not to produce a campaign, but to co-create a piece of culture that allowed every partner and every Malaysian to see connection differently.
Solution:
The collaboration became Helo Malaysia, a National Day anthem adapted from ZIMI’J’s original song.
Each partner brought their strength:
1. ZIMI’J shared their music and story, showing what belonging sounds like from their world.
2. EAP connected TM with young autistic artists whose drawings became the film’s emotional heartbeat.
3. TM provided the production, digital platforms, and reach that turned their voices into a national conversation.
It was a partnership where every contribution was visible and every voice equal.
