PETRONAS Kaamatan 2025 - Tinorindak Olisi | Mahkota Teristimewa
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Links:
https://youtu.be/szduf4Ge_TU
Product/Service:
PETRONAS
Client:
PETROLIAM NASIONAL SDN BHD
Brief:
In a year when Sabah faced political uncertainties and shifting socio-economic realities, Kaamatan remained a unifying force for its people. PETRONAS recognized this moment as more than just a festive celebration—it was an opportunity to connect with Sabahans on a deeper, cultural level.
Solution:
At the prestigious Unduk Ngadau pageant, this is what you'll see: a village girl stands on stage as she is cheered on by a crowd made of her entire village. It is a heartwarming sight filled with support. For on the shoulders of that one girl rests the entire village's hopes but that comes with pressure.As we highlighted one of the most important events in Sabah, we decided to tell the story not from the point of view of the winner but of the runner up. Continuing with our theme of "Behind Closed Doors", our film revealed the disappointment and the pressure kept within a backstage dressing room. Her disappointment in her loss is evident but eventually she discovered that having true love and support is a victory in itself. For PETRONAS, this became another tale of Malaysians coming together to support one another.
