MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, partnered with GWM Malaysia to celebrate Malaysia Day in honour of heritage, culminating in a Malaysia Book of Records milestone.
The ‘Geng Wakil Malaysia’ campaign (loosely translated as Malaysian Representatives) is a vibrant celebration of unique Malaysian passions, each represented by a different “geng” (gang), and a GWM model that fits their lifestyle.
In its final chapter, titled Geng Warisan Malaysia, the campaign paid tribute to Malaysia’s rich culture. The film showcased the GWM TANK 300’s strength while honouring Malaysian heritage by powering a giant 10-foot wau (a traditional kite) into the sky at Pantai Bagan Lalang.
This impressive feat was officially recognized by the Malaysia Book of Records as the Largest Airborne Wau Pulled by a Four-Wheel Drive.
Eddy Nazarullah, Creative Director at MBCS said, “This campaign connected every GWM model with a true Malaysian passion point, culminating in a historic Malaysia Day record. The achievement reflects GWM’s commitment to honouring heritage in a bold, innovative way. With the GWM TANK 300, we brought unmatchable power to life, showcasing the strength to uplift our heritage while celebrating the colourful intricacy of Malaysian culture.”
Lim Ee Lenn, Marketing Director of GWM Malaysia, added, “At GWM, we celebrate Malaysia’s culture with pride. The wau stands as a timeless symbol of the nation’s heritage. It’s resilient, intricate, and full of pride.”
“By lifting it into the sky with the GWM TANK 300, our goal was not just to set a record, but to uplift tradition while embracing innovation. This groundbreaking record is a powerful testament to blending culture and innovation as well as the GWM TANK 300’s resilience and toughness – values that resonate with every Malaysian.”
Speaking about the challenges of getting this feat off the ground, Eddy shared, “With unpredictable weather and only one handcrafted wau, there was no room for error. Rising above these obstacles, the GWM TANK 300 proved its resilience, while showing that our efforts carried real purpose. More than breaking a record, we are proud to celebrate Malaysia’s heritage in such a creative and meaningful way.”
Geng Wakil Malaysia encapsulates the essence of Malaysian lifestyle across five videos: Geng Where Makan, which pairs the HAVAL H6 HEV with foodies and makan spots (eateries); Geng Wajib Melaram, which pairs the ORA Good Cat with fashion and style; Geng Waktu Mengopi, which pairs the ORA 07 with coffee culture; Geng Weekend Mengembara, which pairs the GWM TANK 500 with weekend adventure; and finally, Geng Warisan Malaysia, which pairs the GWM TANK 300 with culture and traditions.
This unique cultural feat was the ideal finale for the Geng Wakil Malaysia campaign, which successfully connected with the passions and pride of Malaysians.
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