Puncak dan Akar
12. Craft Kancils [12.22a BM Copywriting, Content Writing & Scriptwriting: Single]
creative assets
×
![]()
×
![]()
Links:
https://www.youtube.com/watch?v=ctaSvqDV-9A
Product/Service:
Festive Greeting
Client:
PNB Merdeka Ventures Sdn. Berhad
Brief:
Permodalan Nasional Berhad (PNB), the institution behind the iconic Merdeka 118 skyscraper, approached us for a Malaysia Day greeting that reflected their core values of philosophy: “to stay grounded to our roots, always cognisant that we serve a greater purpose.” The challenge was to translate this belief into a poetic festive greeting that celebrates towering ambition while staying deeply grounded in the everyday people.
Solution:
‘Puncak dan Akar’ (The Peak and the Roots) is a poem that can be read two ways.
Read bottom-to-top, it shows what happens when we forget where we came from, making the peak feel cold and unreachable. At the top, one line changes everything: “Kecuali kita ikhlas kembali berakar di bumi.” (Unless we humbly return to our roots). Read back down top-to-bottom, the same lines become a hopeful reminder to stay humble and united.
To match the words, a white line rises on screen with the voiceover, but it only forms the full Merdeka 118 tower when the poem goes back down to its roots.
