PETRONAS Kaamatan 2026 - Tuni Tinungkusan
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Links:
https://youtu.be/_fm_FGLzDus
Product/Service:
Service
Client:
PETRONAS
Brief:
In a landscape where cultural celebrations can often be reduced to familiar symbols and festive greetings, how can PETRONAS create a Kaamatan campaign that goes beyond surface-level representation to deliver a meaningful, culturally authentic story that resonates with local communities and strengthens the brand's connection with Sabahans?
Solution:
The Insight:
THE GONG
In Sabah, the gong is much more than a musical instrument. Gongs are traditionally played in ensembles at cultural events, playing an important role in bringing people together. But unbeknownst to many, each gong has its own unique and recognisable tone.
THE STORY
For Kaamatan, we told the story of two brothers who would rather skip their long gong practice sessions to forage in the forest. But their little adventure takes an unexpected turn when they find themselves lost in the woods. Just as they’re about to give up hope, the familiar sound of their grandfather’s gong helps them find their way home.
THE REACTION
The film became a talking point among Sabahans, who were proud to see the gong take centre stage in a story that celebrated their cultural heritage. Beyond entertaining audiences, the film also sparked greater appreciation for the unique qualities of this traditional instrument, introducing more Malaysians to its cultural significance and the role it continues to play in bringing communities together.
