Sometimes, a cup of coffee is more than just a comforting brew.
Sometimes, it becomes a symbol of strength, of community, and of rising again—fully and wholeheartedly.
That’s the message at the very heart of NESCAFÉ Malaysia’s latest campaign, Bangkit Sepenuh Hati.
And in a time where Malaysians continue to face waves of personal, social, and economic challenges, it couldn’t have arrived at a more meaningful moment.
The campaign is bold yet tender, stirring yet grounded.
It doesn’t shout.
It gently reminds.
And it connects in the most powerful way—with truth.
At the creative helm of this evocative storytelling is Yasir Yusoff, Creative Director at Publicis Malaysia.
For Yasir, the idea behind Bangkit Sepenuh Hati wasn’t born out of strategy decks or complex data—it came from something far simpler, and far more human.
“The idea came from a simple truth: Malaysians have this boleh attitude,” Yasir says.
“No matter the odds—be it personal hardship or national uncertainty—we keep rising. NESCAFÉ 3in1 has always been part of our daily rhythm, and it felt like the right moment to celebrate that resilient spirit we all carry.”
But transforming that spark of truth into a living, breathing campaign required more than just good intentions.
It demanded trust, collaboration, and creative bravery.
Fortunately, the NESCAFÉ brand team were all in from day one.
“From the very beginning, our clients were aligned with the vision,” Yasir shares.
“They didn’t just support the idea—they elevated it. Their feedback was sharp, honest, and always came from a place of making the work better. It was a truly collaborative process.”
Once the storyboards were approved, the team took an unusual but strategic step—consumer testing.
Not always the norm in emotionally driven campaigns, but a vital one here.
“We needed to know whether the story moved people,” Yasir explains.
“And the response? It was overwhelmingly positive. That gave us the momentum to go into production with conviction and full heart.”
Still, telling an emotionally grounded Malaysian story with universal resonance is no small feat.
The risk is always that cultural details become too local, or the broader themes feel diluted.
To avoid that, Yasir and his team stuck to a golden rule: authenticity above all else.
“We were clear from the start—this had to feel Malaysian. The characters, the language, the moments—they all needed to reflect real life here. At the same time, values like perseverance, hope, and community are universal. So, we leaned into those emotions, trusting that honesty would carry the work.”
Visually, the film is rich with textures of everyday life.
The direction, helmed by Derrick Yaw of Graph Studios, brings a contemporary freshness to the screen.
There’s a cinematic fluidity in how the scenes move from struggle to subtle triumph, always anchored in warmth.
The soundscape too is unforgettable.
Composed by Oliver Stutz and the Two AM team, the score carries a quiet intensity—a powerful, uplifting force that mirrors the spirit of the film.
“We wanted the campaign to feel both heartfelt and modern,” Yasir says.
“And the right partners helped us find that balance. Derrick gave the story its energy through visuals, while Oliver and his team gave it soul.”
But perhaps the most significant impact of Bangkit Sepenuh Hati is what it signals for the industry at large.
Gone are the days when consumers responded to superficial feel-good ads or empty taglines.
Today, Malaysians are seeking something deeper—something more meaningful.
They want brands that stand for something.
That reflect who they are and where they’re going.
“There’s a real hunger out there,” Yasir acknowledges.
“People want to see brands that don’t just sell, but stand shoulder-to-shoulder with them. This campaign echoes NESCAFÉ’s global purpose of Make Your World—where a simple cup of coffee becomes a catalyst for change, for courage, for starting again.”
For NESCAFÉ, this is more than just another campaign.
It’s a reaffirmation of its place in the Malaysian psyche—not just as a beverage, but as a companion to everyday life.
A quiet supporter of our daily battles and small victories.
And as for the man behind the message?
When asked what his personal NESCAFÉ ritual is during late-night pitches, Yasir smiles.
“My favourite question,” he laughs.
“When I’m panicking through midnight deadlines, my go-to is NESCAFÉ Gold Intenso. Two spoons, no sugar. It’s strong, no-nonsense—and right now, it’s the only thing keeping me alive.”
With Bangkit Sepenuh Hati, NESCAFÉ and Publicis Malaysia have not only told a story—they’ve sparked a movement.
A gentle but powerful reminder that no matter what, Malaysians rise.
And they do it not alone, but together—with full hearts, and a cup of coffee in hand.
If this is where brand storytelling in Malaysia is heading, we say: Satu lagi Nescafe!
