ZUS Coffee pays ode to unsung heroes in new Raya film

Home-grown Malaysian coffee brand ZUS Coffee has released its latest Hari Raya campaign, a short film celebrating unsung local heroes and reflecting on the true spirit of Raya. 

Titled "Berzusah-Zusah Dahulu, Beraya-Raya Kemudian," (struggle now, and enjoy later) the campaign reflects on the theme "Seribu Warna Zus" through the protagonist, a barista at ZUS Coffee who has to work during Hari Raya. 

While dreaming of reuniting with his family, and having ketupat and rendang, the ZUS barista encounters many different customers and other locals who share their plans for the Raya holidays.

Despite feelings of loneliness and sadness during the Raya day, an unexpected visitor from a customer who is also working during the holiday brightens his spirit, where he is subsequently joined by more workers craving ZUS Coffee. 

The film ends with the workers celebrating Raya together at ZUS Coffee. Although unconventional in spirit, the film reminds us that there are thousands of workers who brighten up the festivities in spite of their own sacrifices. 

“Hari Raya gatherings are becoming smaller and more intimate over the years. It is a reminder that for many of us, the essence of the festival is evolving. Even though we want to hold on to the good old days of our childhoods, we cannot deny the inevitable change that comes with increasing responsibilities," explained Shafiqah Othman, creative director of ZUS Coffee. 

"Seribu Warna seeks to embrace this shift that although many of us may be working, the spirit of Raya remains unbroken. It's all about perspective, isn't it? About finding joy and connection, regardless of the circumstances, and cherishing the bonds that distance cannot diminish,” she added.

The brand teamed up with creative agency Fishermen Integrated for the campaign, following their partnership on the ZUS Buatan Malaysian campaign for Malaysia Day 2023.

"To us, the true heroes of ZUS are the baristas that we count on to give us our caffeine fix, come rain or shine. As a tribute, we wanted to approach Raya from their perspective, with a film showing how they and other frontline heroes sacrifice their holidays so the rest of us can celebrate in comfort, with good Malaysian humor," added Andrew Perera, creative director of Fishermen Integrated.

Mark Darren Lee, co-founder of Fishermen Integrated, stated, "Fishermen is thankful to have clients like ZUS who believe in creating entertaining and meaningful stories during these festivities, offering a unique angle. ZUS and Fishermen are always pushing ideas, and the trust given is a true testament to our partnership."

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