366 The Series

1. Film & Branded Content Kancils [1.2b Film (Online): Campaign]

Links:

Product/Service:

Corporate Festive

Client:

Petronas

Brief:

In a nation of 32 million people, Malaysia's vibrant diversity is both an asset and a challenge. With three primary races speaking distinct languages and over 130 dialects contributing to the cultural tapestry, Malaysia is a melting pot separated by geography and divided by political affiliations. This division has triggered three government changes since 2018, highlighting the widening gaps among the multi-racial groups. The country's need for unity becomes ever more pressing as divisions among its multi-racial populace grow. PETRONAS, a Fortune 500 company nurtured by collaborative efforts across Malaysia's diverse walks of life, has historically advocated national unity through its inclusive festive advertisements. However, as the world evolves, mere advertising is no longer enough to ensure the sustainability of both PETRONAS and Malaysia's future.

Solution:

Recognizing the lack of meaningful interactions among Malaysians from different backgrounds, our concept shifts from individual stories celebrating ethnic-based festivities to a grand narrative unifying all major ethnic groups. In this innovative approach, each group takes a prominent role throughout the year, allowing for a deep exploration of their unique cultural nuances. We present "PETRONAS 366: Live Again," a groundbreaking initiative aimed at fostering unity and understanding among Malaysians. This multifaceted project is divided into episodes that unfold throughout the year, portraying each ethnic group's contributions to the cultural mosaic of Malaysia.

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