Merdeka Day campaigns we loved in 2023

Malaysians far and wide are eagerly anticipating the country’s 66^th birthday which is just around the corner on 31 August this week. Also known as Hari Merdeka, National Day and Malaysia Day, the joyous date marks the country’s independence from colonial rule.

Despite being traditionally held outside the historic Dataran Merdeka (Independence Square), this year’s Merdeka parade is set to take place in the country’s administrative capital of Putrajaya. This year’s celebrations will also follow the theme of ‘Determination of Unity Fulfils Hope’.

Communications and digital minister, Fahmi Fadzil took to social media to post teasers for the upcoming parade and promised that it will be lively with pictures of parachuters and parade floats.

Brands too have joined in on the festivities with creative ways to show their patriotic spirit. From PETRONAS to Shopee here are some of A+M's favourite brand campaigns and activations this National Day. 

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1. CelcomDigi

CelcomDigi has launched a festive campaign in light of Merdeka Day. It aims to encourage the public to share their visions of what Malaysia will be like in the future and to bring them closer to strengthen their sense of unity and celebrate their diversity.

Titled "Projek My Malaysia", the campaign will see CelcomDigi handing over a festive film to the Malaysian public as a canvas on which it will add its visions of Malaysia for its future. The campaign will also harness the power of generative AI and will feature content created from text, images and videos. 

2. Maxis

Maxis has released a brand film that focuses on this year’s National Day theme ‘Determination of Unity Fulfils Hope’ with a story about how multiple generations and backgrounds are able to come together despite their differences.

As Malaysia is a multi-ethnic country, the unity between generations and its diversity are the country’s pillars of strength, said the brand in a statement.

The film features a grandson and grandchild who bond over Malaysia’s heritage through music, old newspaper clippings and putting up Malaysian flags all over their car.

3. PETRONAS

In conjunction with Malaysia’s upcoming National Day and Malaysia Day, PETRONAS has released a nostalgic brand film titled ‘Rai’. The film features the late Sudirman Haji Arshad’s song Warisan and depicts the spirit of friendship and unity, bound by the nostalgic power of music.

Set in 1986, the film begins with a former PETRONAS employee named Amri, who picks up a cassette and reminisces about the time he and his friend, Maniam, moved to Kuala Lumpur as newly employed PETRONAS employees. 

4.  Qoala

Insuretech company, Qoala has joined hands with its Malaysian insurance players to give Malaysians promos and giveaways on car and health insurance in the spirit of patriotism.

Qoala is partnering with Tune Protect Malaysia, Lonpac Insurance and Generali Insurance Malaysia for this campaign. With this partnership, Qoala aims to declare ‘AKUMalaysia’ which translates to ‘I am Malaysia’.

5.  RHB Bank

This year, RHB Bank dug into its archives to re-run its 2019 National Day campaign that exemplified a society that is divided by colour. The short film for the campaign features different sections of society that are marked by different coloured clothing and that refuse to interact with those from other sections.

As the short film unfolds, members of the society resolve their differences and only wear white to highlight that Malaysians need to see beyond colour.

When asked why RHB Bank decided to re-run the campaign, a spokesperson from RHB’s appointed creative agency, FCB Shout, explained that the brand feels that the film’s message is as pertinent now as it was in 2019 with the given social climate.

6.  Shopee Malaysia

Joining in on the celebrations is eCommerce platform Shopee Malaysia which has collaborated with content creator Fusion Wayang Kulit on YouTube, to create a film that features the country’s firsts. 

Titled ‘Pertama’ (‘First’), the film uses Wayang Kulit's work and showcases accomplishments achieved by Malaysians such as Michelle Yeoh’s historic Oscar win.

The eCommerce platform will also release a Shopee Spotlight Local booklet which will feature the top independent Malaysian sellers on the platform by state. The initiative aims to empower all Malaysians to start shopping purposefully with an immediate focus on Made-in-Malaysia productsto support local sellers. 

7.  Telekom Malaysia

Telekom Malaysia (TM) is celebrating the nation’s Independence Day with a music video made with generative AI to showcase the people and traditions of Malaysia through a digital perspective.

The AIDENTITI KITA (OUR AIDENTITY) campaign, features local artists MK (K-Clique), Suki Low and Balan Kash as they interact with their community and get transformed by AI.

As the artists interact with people or food, the images constantly change throughout the music video alongside text prompts to highlight the nation’s rich culture and heritage.

8.  Viu Lokal Lah

OTT video streaming service Viu Malaysia has launched its’ Viu Lokal Lah!’ Campaign that will showcase Malaysian dramas and films for the month of August for National Day.

The campaign celebrates local excellence with local favourites such as I Love You, Stupid, Rompak and Isteri Misteri.

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