The spirit of Merdeka or national pride has been suffering as of late. It has grown faint and taken for granted. As a brand that connects people, Celcom saw it necessary to help remind or reconnect Malaysians again with the meaning of being a Malaysian.
We looked to revive the spirit of national pride and love through the use of nostalgia. By taking Malaysians back to a simpler time - a journey down memory lane. Inspired by true events, we told the story of 'Emma', a young British teacher who fell in love with multi-racial Malaysia as she witnessed the unity and understanding displayed amongst its people, which eventually led to her call Malaysia home.