Posted on by Nathalie Tay
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Maxis sheds light on the true spirit of Merdeka
26 Aug
Patriotism isn’t just about waving our Jalur Gemilang or singing patriotic songs. It lives beyond the celebrations and through the little everyday acts that boast our national pride and love for our country.
To bring this vision to life, Maxis partnered with Leo Burnett to tell a story that captures the essence of Merdeka. The story follows Aiman, who stayed back after the Merdeka celebration to clean up the rubbish from the event, demonstrating his love for the country through a simple yet powerful act.
The film was inspired by the true story of Aiman Ariffin, whose passion for the country and selflessness caught the attention of Malaysians and was deemed commendable by multiple news stations.
“We had the honour of speaking to Aiman personally and were moved by his passion for the nation. We came out of the meeting deeply inspired and wanted to share the spirit of Merdeka with all Malaysians,” said the creative team at Leo Burnett.
The creative team worked closely with Reservoir Production, whose creative input sparked many ideas on how to bring the story to life.
“When I read the script, what attracted me most was the contrast. And so I set out to highlight the stark contrast between the pride of flag-waving and the careless act of throwing rubbish,” said Ismail Kamarul, film director at Reservoir Production.
This inspired Ismail to craft the film in a way that would prompt viewers to reflect on what true patriotism really means.
“As a reliable connectivity provider, Maxis believes in the importance of following through on our commitment by doing the little things right, consistently. That’s why this story resonated deeply with us. We hope this film inspires more Malaysians to also do the everyday, little things right consistently as we progress together as a nation” explained Wong Tse San, Head of Brand and Marketing at Maxis.
Let’s celebrate Merdeka every day through our little actions that reflect our love and pride for our country. Happy National and Malaysia Day 2024!
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 2024 to May 2025
