Dilema Irama
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Product/Service:
Corporate Festive
Client:
Petronas
Brief:
The overall theme for PETRONAS' corporate festive in 2023 is 'œRoots of our Future' whereby each festive film will feature a piece of heritage that represents a part of Malaysia's culture and identity. For Raya, we needed to find a Malaysian Malay heritage that could connect both young and old together but also one that holds strong Raya connections and values as well.
Solution:
For Hari Raya Aidilfitri, we showcased traditional Malay folk music. Once popular and lucrative, these songs are now deemed as old-fashioned and just fillers for the airwaves during the festive season. This film explores the richness of this genre through a touching story between father and son and how through the music, they bond, leading up to a revival of family ties and tradition.
