Maybank: Redefining Independence
1. Film & Branded Content Kancils [1.15 Kancil for Good: Film & Branded Content]
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Links:
https://www.youtube.com/watch?v=Q_fGodZPsz4
Product/Service:
Festive Brand Campaign
Client:
Maybank
Brief:
Every Merdeka, we are tasked with the same message: celebrate equality and independence of our people. But the reality is that society is far from equal. Minorities like the visually impaired are far from independent.As a brand that lives by the mantra 'œHumanising Financial Services', how can Maybank shine the light of empathy towards 60,000 Malaysians who live in the dark?
Solution:
When you take light away, something powerful happens. Our independence, is stripped away and we are no longer 'free' anymore. In the dark, we are all equal.
In collaboration with Dialogue in the Dark, we invited changemakers and placed them in a dark room - allowing them to walk in the shoes of the visually impaired and to experience their daily lives in total darkness.
The film achieved a total of 49 million impressions, 8.5 million reach and 9.4 million views. Through this, we brought to light a new perspective on inclusivity, equality and most significantly, empathy for the blind community. Leading us to ultimately redefine independence as a celebration of interdependence.
