PETRONAS MERDEKA 2026 - Jangan Kau Kata

12. Craft Kancils [12.22a BM Copywriting, Content Writing & Scriptwriting: Single]

case board

case film

Links:

https://youtu.be/_XUtE4Dv71Q

Product/Service:

Service

Client:

PETRONAS

Brief:

In a landscape filled with familiar patriotic symbols, national slogans and expressions of unity, how can PETRONAS create a Merdeka campaign that moves beyond conventional patriotism to connect meaningfully with Malaysians and inspire a renewed sense of pride in the nation?

Solution:

69 YEARS AGO “Merdeka! Merdeka! Merdeka!” Those words rang out across the fields of Stadium Merdeka. We stood as one united nation, celebrating our freedom from colonial rule. At that time, defiance against the colonial administration and the prejudices it held against our people had reached its peak. TODAY Freedom was no longer a point of contention for Malaysians, but prejudice and poor judgment of others still remained. Worse yet, these attitudes had deepened within our borders, dividing us by race, generation, and even among ourselves. But amidst these divisions, there was still another side to the story: one in which Malaysians cared for one another. THE WORDS To rekindle the united spirit we once shared, we looked back and found the words of Professor Emeritus Dr. Muhammad Haji Salleh, our sixth National Laureate, who wrote the poem Do Not Say to challenge the prejudices of the colonial administration. Yet, while times had changed, his words and the values they conveyed still rang true. THE FILM We anchored the film on his poem, translated it into our national language, and used it to juxtapose the reality of Malaysia as we knew it: a Malaysia that was truly united. Instead of staging scenes, we dedicated the climax of the film to clips from viral videos showcasing Malaysians standing united, because we knew that nothing could reflect the true unity of Malaysians better than reality itself.

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