These are the 2024 Merdeka Day campaigns we're loving so far

Merdeka Day is a significant day for Malaysians and the nation's history. Held on 31 August, the day celebrates the independence of the Federation of Malaya from British colonial rule in 1957.

It also marks the beginning of Malaya as a self-governing nation and focuses on national independence and sovereignty.

This year, the theme for Merdeka Day is 'Malaysia Madani: Jiwa Merdeka' ('The spirit of independence'). Of which, brands have taken upon themselves to creatively show their patriotic spirit and what the spirit of independence looks to them through a series of brand films and campaigns. 

From Maybank to home improvement retailer MR. DIY, here are some of A+M's favourite Merdeka Day campaigns. 

Don't miss: Have you seen this heartwarming action-drama by Taylor's University for national day?

1. Etiqa 

Etiqa's Merdeka Day campaign features how the smallest act of kindness can create a bigger impact than one can imagine. 

The film starts with four friends going on a short holiday within the country. On their boat right to the island of Pangkor, the main character named Mira reflects on what makes a holiday meaningful. She later gives the boat operator a RM50 tip when they arrive on the island. 

The film later shows how the tip allows the driver to buy a book for his younger daughter at a local-run bookstore. The bookstore owner then uses the money earned to prepare food for her retired mother. 

The money she spends for groceries goes to an elderly couple who owns a fish stall at the wet market. That same money goes to paying the fishermen for their hard work. 

The film later reveals that the fishermen is the father and the brother of the main character. 

2. Ikano Centre

Ikano Centres' campaign celebrates little acts of kindness and togetherness. Created by independent creative agency The Clan, the centrepiece is a short film about a mixed-race family and an elderly uncle who are brought together by circumstance at an Ikano Centres food court. 

A couple joins an old uncle sitting alone at the food court when their child mistakes him as a politician in the picture he received at a colouring contest. The couple buys a meal for the uncle and they all sit together to eat. 

The family later enters a store selling Kebayas. The wife showed an interest in one of the designs but gets disappointed when she sees the price tag. The old uncle later appears and reveals that he is the designer of the kebaya. He later gifts the woman the kebaya for keeping him company. 

3. Maybank 

Maybank on the other hand is looking to humanise the financial services industry and redefine the meaning of independence this Merdeka Day. As part of the campaign, the bank invited several Malaysians of various backgrounds to 'Dialogue in the dark', an experience where visitors are guided by blind guides in absolute darkness. 

The participants were later interviewed on their experience where each of them shared how they can learn to exercise more empathy and how they can implement change to help the visually impaired in the society. 

"Only when we come together, true independence will prevail" read the words on screen before the film comes to an end. 

4. Perodua 

For Merdeka Day and Malaysia Day, Perodua celebrates what makes Malaysia unique in its new film titled 'Inilah Malaysiaku' (This is our Malaysia). 

The ad highlights Sarawak's nature and wildlife, the variety of food and cuisines in Malaysia, the traditional men's wear, sports sepak takraw and badminton and Malaysia's very own carmaker - Perodua. 

5. Tune Talk 

Tune Talk showcases how Malaysians' spirit have never faded over the years in its Merdeka Day brand film, adding that it is the responsibility of Malaysians to love the country regardless of generation, culture or background.  

In the film, viewers are shown the differences and similarities between generations such as wearing traditional kebayas in the past to now wearing modern kebaya tops with jeans.

It also showed the act of gathering around the radio to listen to sports news versus gathering at a coffee shop and watching the match on a phone. 

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