APPIES Malaysia Campaign Spotlight: The Golden Boy of Leo Burnett

August 26, 2016
Petronas Rubber Boy

Petronas Rubber Boy video( – This week we shine the spotlight on Rubber Boy, the campaign done by Leo Burnett for Petronas that won Gold in the ProBono/Government/Cultural category at this year’s APPIES Malaysia awards.

At the beginning of 2016, the Malaysian ‘consumer sentiment index’ was down by 20% and ‘business conditions index’ plummeted by 30%. Malaysians were just not in the mood to celebrate Chinese New Year.

While other brands hyped up the ads that celebrated a ‘Prosperous New Year’, the agency decided to redefine the meaning of prosperity, by reminding Malaysians of their most important possession – their loved ones.

Rubber Boy Results
The ‘Rubber Boy’ campaign became the most successful CNY campaign for PETRONAS in consumer engagement and brand equity gains. It also got the highest spontaneous brand recall for PETRONAS during and post the CNY period.

View the campaign’s video presentation below, or on Adoi TV:

AGENCY- Leo Burnett
Eswara VAN Sharma, Business Director
Amelia Peng, Senior Account Director
Milan Agnihotri, Chief catalyst – Strategy and innovations
James Yap, Creative Director

CLIENT- Petronas
Zahariah (Liza) Abdul Rahman, Senior General Manager, Group Strategic Communications
Suzana Che Mat, Senior Manager, External Communications
Fitri Mydin, Manager, Campaign Management, External Communications
Nur Khalidah Khalid, Executive, Campaign Management, External Communication

HANDO speaker

The 5th Malaysian Chief Marketing Officers (CMO) Conference is a full day journey into the minds of some of the sharpest and most inspiring minds in the business.

The market is in a state of flux. Media fragmentation has gone wild. Digital is exciting but also a minefield if handled wrong. Marketers need stamina, focus and a scalable approach to strategies. ROI has never been more confusing.

Hear from these dynamic and feisty brand leaders on how they are facing the New Realities:


• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd
• Raja Teh Maimunah Raja Abdul Aziz – MD & CEO, Hong Leong Islamic Bank Berhad
• Sulin Lau – Head of Marketing Services, Maxis
• Cyril Dhenaut – Head of Marketing, KFit
• Timothy Johnson – Senior VP of Marketing, INTI International University & Colleges
• Eric Wong – Marketing Director, IBM Malaysia
• Srikanth Ramachandran – Executive Director, Moving Walls
• Spencer Lee – Head of Commercial, AirAsia Berhad
• Bala Pomaleh – CEO, IPG Mediabrands
• Rachel Lim – Co-Founder of Love, Bonito
• Edward Ling – Sales Manager, Waze Malaysia
• Santharuban T. Sundaram – Group Marketing Manager, Etika Holdings (formely Permanis) 
• Dato Seri Vida – Founder, Pamoga & Qu Puteh
•Rafiq Razalli – CEO, Media Prima Digital Sdn Bhd 

Date: September 6th, 2016 (Tuesday)

Venue: Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur.

For details, contact Ruby on 03-77262588,

Download event PDF here

More details 



Join us at TGV Cinemas 1 Utama and gain creative, marketing and advertising insights from the industry’s finest. MARKETING is organizing a screening and creative forum that feature the best of Cannes Lions 2018.

Get inspired by how creativity is a force for business growth, positive change and the greater good of society. Take away key learnings from the winners and discover future trends you can use in your work. The MC2 Awards 2018 winners presentation will also be held at the same event, followed by drinks and a light dinner buffet.

  • Joe Pullos – Director, Spikes Asia festival
  • Ted Lim – Chief Creative Officer, Dentsu Asia-Pacific + Cannes Lions Jury President 2017
  • Gigi Lee – Chief Creative Officer, TBWA\KL (who is also part of the Cannes Lions Jury)
  • Rajay Singh – Founder, Directors Think Tank

Date: 28 January, 2019 (Monday)
Time: 4.30pm – 10.30pm
Venue: TGV Cinemas 1 Utama

For more information, call Ruby or Amira at 03-7726 2588. You can also email them at or Or better yet, book your seat now via online registration here.