MBSB Bank and MBCS collaborate on a social experiment – The heart & spirit of Malaysians live on

Mediabrands Content Studio (MBCS), the media-fueled creative content practice within the IPG Mediabrands network collaborates with MBSB Bank Berhad (MBSB Bank) and has released a heart-warming film to commemorate the celebrations of Malaysia’s Independence Day (Hari Kebangsaan) and Malaysia Day 2022.

Titled ‘Sejauh manakah…’ (how far), the film is a social experiment to observe the Malaysian spirit on how far they would go to help a stranger.

It sees a lone man struggling to push his broken-down old PROTON Saga car through the famous streets of Klang Valley amidst crowds of onlookers.

Kevin Le, Executive Creative Director of MBCS said, “Undertaking this project with MBSB Bank was both moving and inspiring. We wanted to see if our enthusiastic Malaysian spirit still lives on against this backdrop of increased traffic and other post-lockdown challenges.

While most were preoccupied with their own lives and let the moment go by, we were touched by the number of genuine strangers who dropped their own tasks to help out.

“Proving true to the message of the film – ‘Selagi kita bergerak bersama, langkah demi langkah, kita akan sentiasa berdaya maju’, translated: ‘As long as we move together, step by step, we will continue to succeed.’” Kevin stated.

Azlina Mohd Rashad, Chief Corporate Officer of MBSB Bank said, “We wanted to capture the essence of who Malaysians are, and this social experiment showed it to us in abundance. Malaysians truly are helpful, giving, and considerate of one another.

MBCS has portrayed this idea with the heart and soul that rhymes so well with the theme of ‘Keluarga Malaysia Teguh Bersama’ (Malaysians Stand United).

“Just like the film, MBSB Bank is always by your side, to accompany you and be part of your journey. ‘Sejauh manakah…’ is a gift to the nation from MBSB Bank in celebrating the National Day and Malaysia Day 2022”.

Kevin adds, “The artistic direction of no dialogue was a conscious choice as we took our audience on a journey, playing off the ‘Uncle’s’ lone struggle against a backdrop of apathy, complemented by an altered and moving piano rendition of Negaraku.”

The film’s journey takes viewers through popular areas in the Klang Valley including Klang, Shah Alam, Petaling Jaya, Chinatown, Dataran Merdeka and other landmark areas in the city.

It was directed by Esham Shahlin, produced by Artisia Productions and released on digital channels. MBSB Bank, a full-fledged Islamic Bank, is a wholly owned subsidiary of Malaysia Building Society Berhad.

It’s Expert’s Choice Awards time! We’re super stoked to announce the official commencement of submissions for MARKETING Magazine Expert’s Choice Awards 2022, Merdeka TVC edition.


Voting begins on 31st August, 2022, and will continue until the 16th of September, 2022.

TOP 10 WINNERS will be announced on the 19th of September, 2022.

Don’t wait until it’s too late. Submit NOW

MARKETING Magazine is not responsible for the content of external sites.

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)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene