Proton | One Journey. One with Malaysia | Malaysia

A total of seven 60-seconds TVCs, featuring three well-known local personalities Dato’ David Aramugam, Afdlin Shauki and Ho Yuhang, were developed for the campaign.

Airing on leading TV channels as well as online, the TV spots see the famous trio hanging out at a night market and chatting about their country.

Aligning with the overall message of mutual respect, tolerance and understanding, three print advertisements with a message inviting the public to post their stories about their interpretation of “1 Malaysia” on the website were also created for the campaign.

Hwa, deputy chairman and ECD, McCann Erickson Malaysia said: “Malaysia is a melting pot of people, cultures and quirks. Just like how a dish needs different ingredients to taste delicious, our diversity is what makes our country great. Which is why this Merdeka, PROTON wanted to portray some of these quirks and differences in a way that all Malaysians can relate to - comedy.”

“We got them to talk about many things - 1Malaysia, our many races and languages, Malaysian made goods, our colonial past, racial stereotypes, Vision 2020. In the process, we got a lot of laughs and a few insights on what it means to be Malaysian.”








Credits:
Project PROTON. One Journey. One with Malaysia.
Client Proton Holdings
Creative agency McCann Erickson Malaysia
Executive creative director Huang Ean Hwa
Copywriter Timothy Chan
Art director Tan Yee Kiang
Media agency Universal McCann Malaysia
Production company Chilli Pepper Films
Director of photographer Ho Yuhang
Editor & re-toucher Raja Affendi/Mirage
Exposure television, print, online