In an era where purpose-driven narratives dominate brand storytelling, Great Eastern‘s latest campaign, ‘The Great You’, has unearthed extraordinary tales of transformation across Southeast Asia.
From a Malaysian artist turning wildlife encounters into global conservation efforts to a Singaporean sustainability pioneer impacting millions, these stories capture the essence of human potential.
The Artist Who Turned an Elephant Meeting into a Global Conservation Movement
When Christine Nalina Das encountered an orphaned Bornean elephant in 2013, little did she know it would catalyse a journey that would take her art from local galleries to global conservation platforms.
The 58-year-old Malaysian has since become the first from her country to join the prestigious Global Artist for Conservation Collective, using her artwork to fund crucial reforestation projects in Sabah and champion Malayan Tiger conservation.
“These aren’t just paintings – they’re a call to action,” says Christine, whose work now resonates in international conferences, from TEDx talks to the Rainforest ASEAN Youth Summit.
Singapore’s Waste Warrior: Transforming Hotel Trash into Community Treasure
Meanwhile, in Singapore, Stefan Phang’s innovative approach to sustainability has touched over a million lives.
The 56-year-old’s portfolio of initiatives reads like a masterclass in circular economy solutions.
His ‘Soap for Hope’ programme has diverted an impressive 3,200 tonnes of solid waste from landfills, while ‘Linens for Life’ transforms discarded hotel sheets into valuable products across 25 cities.
From Street Performer to Shipping Success: Bali’s Unlikely Entrepreneur
The most dramatic turnaround story comes from Indonesia’s Gilang Septian Nugraha.
After dropping out of high school with no formal degree, Nugraha’s journey from cafe performer to founder of UrShipper embodies the spirit of resilient entrepreneurship.
Today, his company stands as one of Bali’s leading international parcel services, creating opportunities for young scholars while revolutionizing the island’s shipping industry.
These inspiring narratives emerged from Great Eastern’s ‘The Great You’ campaign, which attracted over 700 entries.
The campaign culminated in a prestigious event at One Raffles Place, Singapore, where Greg Hingston, Great Eastern’s Group CEO, celebrated these 12 most inspiring achievers comprising of the three Grand Prize and nine Merit Prize winners
“Our brand promise of ‘Reach for Great’ isn’t just a tagline – it’s reflected in these remarkable individuals who’ve turned their passions into purpose,” said Hingston at the celebration luncheon.
The stories are now being showcased through 12 mini films across outdoor media, cinemas, and social platforms until December 2024, serving as testimonials to Great Eastern’s role in enabling extraordinary achievements across Southeast Asia.
How they’ve crafted these personal narratives into compelling brand stories offers valuable lessons for marketers looking to authentically connect purpose with performance in their campaigns.
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