‘JASA’ U Mobile’s Hari Kebangsaan & Hari Malaysia 2022 Film Bridges Generations through Nation Heroes’ Sacrifice

Coming out of a two-year nationwide lockdown, this year’s Merdeka and Malaysia Day is a welcomed public holiday when families and friends can go hang out. 

U Mobile wanted to remind Malaysians the true spirit behind Merdeka and Malaysia Day.

Said Bernard Lee, head of brand and marketing services, U Mobile: “Every generation is capable to show same courage and resilience of their generations before. Important thing is for us to never forget our roots, embrace our history and honour heroes so that this generation is able to enjoy true freedom and independence in this age and era.”

The film, which is live on August 26, depicts the sacrifices of Malaysian heroes who fought bravely to achieve independence for Malaysia.

In partnership with Mojo Films, the film hopes to pay tribute to all those who made it possible for Malaysians to celebrate Merdeka and Malaysia Day. It retrospects our original front-liners, our army veterans or Malaysian soldiers, who really fought for our country’s independence.

Working with Barney Chua, 30-year commercial film veteran who has directed countless films for Hari Kebangsaan and Malaysia Day, and he says: “Every Merdeka day is a soul-searching time for us.

As film-makers, exploring the theme of patriotism means having to question what makes one truly Malaysian. I must admit, finding a common theme all Malaysians can get behind and rallying up the spirit of nationalism without relying on school text book interpretations of patriotism and propaganda is pretty tough.” Barney added

At the heart of film, it reflects a message of gratitude to our past heroes. The film is inspired by true events It follows Adam who is sent by his mother to deliver a parcel to Pak Ngah, a distant family relative whom Adam knows little about. 

This chance of a meeting with Pak Ngah and his friends Johnny and Selvem sends Adam down a curious path where he discovers their incredible past.

“From the fishermen who brave the rough seas to the teachers who instilled in us the importance of education, we express our gratitude. Malaysia didn’t turn up on a map overnight. So many people have contributed to a country that we can be proud of, that we can be loyal to, today.” Said Kenny Pang, Associate Creative Director TBWA\Malaysia

The film runs on U Mobile’s social channels, mainly on Youtube link here:

CREATIVE CREDITS:
Title: JASA | Hari Kebangsaan & Hari Malaysia 2022
Brand: U MOBILE
Agency: TBWA KL
Media: Digital  

TBWA KL 
Chief Executive Officer: Yee Hui Tsin
Chief Creative Officer: Gigi Lee
Deputy ECD: Fazlee Sabbaruddin
Associate Creative Director: Kenny Pang
Art Director: Kenny Pang
Graphic Designer: Koh Xian En
Copywriter: Chow Jann Rong
Copywriter: Mariana Lim
Copywriter: Zulkhairi Zakaria
Executive Producer: Nisha Khiruddin

New Business Director: Theresa Arthur
Senior Brand Director: Jerry Lim
Brand Executive: Kimberly Teo  

Production by Mojo Films
Film Director: Barney Chua
Executive Producer: Phoo Keng Hui  

Sound and Music by Reeltime Studio


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

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