Directors Think Tank’s Rajay Singh shoots latest Allianz campaign for Ogilvy & Mather Malaysia

DIRECTORS THINK TANK director Rajay Singh has just completed the latest ‘ALLIANZ’ film for Ogilvy & Mather Malaysia. In a break from category conventions, Allianz Malaysia is choosing to inspire rather than arouse sympathy in this latest campaign.

‘Courage Never Fails’ is the Malaysian interpretation of the global platform, ‘Dare to. We’re with you.’

“The centrepiece of the campaign is ‘Sisters’, a film that gives audiences an intimate view of the struggles of two orphaned sisters. But through it all they face adversity with a sense of hope, grounded in the legacy their parents left them.” says Tan Chee Keong, Group ECD at Ogilvy Malaysia.

VIEW THE SPOT

“What I love about the campaign is how we made the global platform relevant to Malaysians on a personal level. We took inspiration from real stories and put together a powerful and poignant story that represents the feats of courage the regular Malaysian goes through every single day,” says Susan Ong, Chief Market Management Officer at Allianz Malaysia.  

More than five months in the making, Ogilvy Malaysia made the deliberate decision to have the campaign rooted in real Malaysian stories to create personal and relevant stories that could resonate with its audience.

“We went out in search of real stories from everyday Malaysians… and ended up with a pool of rich and textured stories that really felt world’s apart from the overly scripted stories the category is known for.” says Alicia Hew, Copywriter at Ogilvy Malaysia.

But it was a close collaboration with Director’s Think Tank that finally brought the film into a space that felt both fresh and genuine.

“Working with Jay is always a scary experience. In a good way. We never know where the script will be taken to, how it will be dissected or where the story can be elevated to. But that free-flowing collaboration is what we love about it,” says Adam Chan, CD at Ogilvy Malaysia.

“What we hope is that people don’t just watch the spot, but that they be inspired and bring about change,” says Gavin Simpson, Chief Creative Officer at Ogilvy Malaysia.

‘Courage Never Fails’ was launched yesterday.

Credits:

Editor: Raja Affendi

Post Production: VHQ (Malaysia)