Jacob’s follows-up 2019 Merdeka campaign by celebrating the unsung Malaysians heroes in new campaign via Leo Burnett Malaysia
After a successful 2019 Merdeka campaign celebrating Original Malaysian icons, Jacob’s has launched a follow-up that champions unsung Malaysian heroes via Leo Burnett Malaysia.
Local Malaysian icons like screen legend P. Ramlee and squash queen Nicol David are beloved by all in the country. But 2020 has shown that regular Malaysians have always been there going above and beyond, helping make the country a better nation for all. Jacob’s and Leo Burnett Malaysia honours and celebrate these outstanding individuals who are original in their own way.
Like technopreneur Adrian Wong and his team who crowdsource material and 3D print PPEs to overcome shortages during the Covid pandemic. Hairstylist Nur Azima Burhan who gives free haircuts to vulnerable communities. Coach R. Jeganathan who turns disability into ability. And Rizo Leong and his collective of artists who use artwork to raise funds for the frontliners and social causes.
Malaysians are encouraged to nominate their own original Malaysians using the Jacob’s AR face filter. They could be friends, family, neighbours, and even strangers. Snap a photo to have a portrait “etched” on a virtual Jacob’s cracker, and share a screenshot using the hashtag #TheOriginalsMY and tag @JacobsMalaysia.
The Original Malaysians campaign runs through the month of September in conjunction with Malaysia’s twin Merdeka Day and Malaysia Day celebrations.
Agency: Leo Burnett Malaysia
Executive Creative Director: Iska Hashim
Creative Group Head: David HK Tan
Art Director: Larissa Loh
Copywriters: Nicholas Gerard Kang & Vickknesh Raj
Business Director: Eswara Van Sharma
Account Director: Sanjiv Karthigasu
Sr Account Manager: Aalissa Yap
AV Producer: Jennafinz Goonting
Digital Developers: Prodigious
Digital Technical Lead: Gensy Chong
Sr Digital Developer: Delex Lai
PublicisMedia General Manager: Vinod Kumar
Film Production Company: Another Planet
Director: Emir Ezwan
Executive Producer: Prinz Jones
2019 Animation House: ASTATIC
Director: Alvin Seah
Assistant Director: Lim Shi Kai