CBTL Celebrating Every Kind-ness Of Malaysian

11. Social & Creator Kancils [11.5 Best use of Co-Creation & User Generated Content]

case board

case film

creative assets

Links:

Product/Service:

F&B

Client:

Coffee Bean & Tea Leaf®

Brief:

Coffee Bean & Tea Leaf® sees Merdeka and Malaysia Day as an opportunity to celebrate what makes Malaysia feel like home through the stories, memories, and everyday moments that bring us together. The campaign aims to reframe patriotism through a more personal and relatable lens, encouraging Malaysians to share their experiences, celebrate cultural pride, and take part in small acts that honour relationships and spark meaningful conversations. This idea will come to life across in-store, digital, and community-driven touchpoints, creating opportunities for Malaysians to share their stories, connect, and celebrate Malaysia in their own way as they bring Malaysians closer, one shared moment, one story, and one cup at a time.

Solution:

We tapped into one of the most distinctly Malaysian ways of showing appreciation: when “thank you” is often met with another “thank you”, rather than a simple “you’re welcome”. We turned this familiar exchange into a celebration of everyday kindness, encouraging Malaysians to pass on their appreciation and recognise the people who make Malaysia feel like home. Across in-store and social touchpoints, Malaysians were given opportunities to share these small acts of kindness, turning a simple “thank you” into a meaningful moment of connection, celebrated over a cup of Coffee Bean & Tea Leaf®. By putting Malaysians and their stories at the heart of the campaign, we made patriotism feel more personal and relatable, showing that the Malaysia we love is built through the kindness we share.

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