Sephora Malaysia teamed up with Zeno Group Malaysia and the production team of Graph Studios to launch their first ever Merdeka Campaign (Independence Day campaign), MY Face, My Pride, to encourage Malaysians on embracing self-love and embrace diversity as a proud Malaysian today.
The campaign kicks off with the online release of a Merdeka-themed video to drive an empowering message of what our faces mean as anak-anak Malaysia (Malaysian citizens), and why we put our best face forward to the world—be it representing our country, being a game changer in your field of work, or simply being your best self.
Inspired by the historical moment when Malaysia gained its independence 62 years ago and how every Malaysian has played a part in pushing this nation forward through the years, this campaign presents the national pride on our faces.
Represented by four iconic Malaysians from various walks of life, the campaign engages with those who are seen as leaders in their respective fields: Pandelela Rinong, our national diver and two-time Olympic medalist take the lead, alongside fashion model and actress Rubini Sambanthan, graffiti artist Kenji Chai, and Ally Mukhriz, representing the working professionals while being a renowned presence in the social sphere.
Based off the local insight on the Asian concept of ‘face’ that goes beyond our body: where the extension of ‘face’ represents pride and dignity. Through this insight, the brand ties in the message of unity, and how as a country, Malaysians put on their best face forward in all that they do.
The video is now live on Sephora Malaysia’s Facebook and Instagram. Following its launch, there is also an activation tied to the theme of ‘MY Face, My Pride’, allowing Malaysians to share their story on what makes them a proud citizen. In conjunction with the Merdeka Day and Malaysia Day celebrations, the campaign will run until 25 September 2019.