The Soul of Malaysia
9. Craft Kancils [9.21a English Copywriting, Content Writing & Scriptwriting: Single]

Links:
Product/Service:
Tourism Promotion
Client:
Malaysia Tourism Promotional Board
Brief:
M&C Saatchi was tasked to produce a film that promotes Malaysia as a unique holiday destination with multiculturalism at its heart. The film was required to capture the vibrancy of its people, food, culture and nature, which brought to life the Malaysia Truly Asia brand.
Solution:
As we age, we grow and change, but we all have one constant - the Soul. Our soul is our spirit. Our soul is what guides us. Our soul is what makes us who we are. This idea is represented in 'The Soul of Malaysia'. Visually, we are constantly moving forward. We begin where life began, the Ocean - moving forward through it and its wildlife, to the beaches and jungles. We see the cultures we were built on and fly forward through the mountains we conquered. We keep moving forward through vast landscapes of paddy fields, rivers and waterfalls and eventually leading to the cities we built, seeing the cuisines we created and the life that grows here. Harmoniously expanding through a multi-cultural heritage to create a rich new Malaysia. Throughout, we see a constant representation of the soul of Malaysia. Our people interacting with tourists, showing them the beauty, activities, food and feeling of Malaysia, everything that comes together to make The Soul of Malaysia.


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Reason
Email
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