For National Day, Digi launched their #MalaysianMade campaign with a stunning film titled ‘A Special Little Place’. The video depicts slices of Malaysian life and its everyday heroes through a highly detailed diorama of a fictional Malaysian town.
The #MalaysianMade campaign celebrates all things made in Malaysia, along with the Malaysians that made them.
Digi’s Head of Marketing Services, Bernard Lee, expressed that they wanted to play up and highlight the strength of all things Made in Malaysia – its people, places, things and brands. “It was also important for us to accurately capture the spirit of this year’s celebrations, not only as a brand but also as Malaysians ourselves,” he added.
Naga DDB Tribal, the creative agency tasked with crafting the campaign, took on the brief with equal conviction to the campaign’s cause. The creative team drew inspiration from their childhood experiences growing up in Malaysia.
“The inspiration behind the film comes from my childhood, when we were into Airfix and Tamiya models,” said Alvin Teoh, ECD of Naga DDB Tribal. “We’d carefully paint every[thing] and build a little world we saw in our heads. If you love something so much you want it to be perfect and go about it with pride.”
The film draws parallels between the art of miniature model-making and the efforts of nation building. The agency employed the help of Eddie Putera, a miniature artist who specializes in detailed dioramas of Malaysia, to bring the tiny town to life. Directors Think Tank was engaged to produce the film, with director Maurice Noone at the helm.
The film was released on the 26th of August to positive reviews by netizens across the country and even renowned Malaysian activist Marina Mahathir shared it on her page with the comment “So creative!” - check out her FB Page :)
The campaign wil run from the 26th of August until Malaysia Day on the 16th of September. The film is in both Malay and English and can be found on Digi’s YouTube and Facebook page.
Credit List
Executive Creative Director : Alvin Teoh
Deputy Executive Creative Director : Paul Lim
Creative Director : Ellison Fernandez
Creative Group Heads : Zaheer Kaisar, Naqib Shamsuri
Copywriter : Izzul Iqram
Designer : Chung Ken Giam
Business Unit Head : Kevin Teh
Brand Director : Lim Jia Wei
Brand Manager : Ng Mun Tyng
Project Management : Valerie Chan
Head of Content Studio : Chen Lee Ling
Production Assistant : Adrian Lee & Desmond Koh
Film Director : Maurice Noone
Director of Photography : Simon Chin
Producer : Deshen Heng
Audio Production : Fuse Adventures In Audio