Leo Burnett Malaysia reimagines iconic patriotic song to unite Malaysians for Jacob’s
Leo Burnett Malaysia has launched this animated film consisting of Malaysians from all walks of life making their first moves and exercising on engraved Jacob’s crackers.
For years, Jacob’s has helped Malaysians snack the good way, but on the country’s 64th year of independence, they’re inspiring Malaysians to start moving the good way along to the tune of pop icon Sudirman’s timeless Tanggal 31.
In commemoration of Malaysia’s 64th independence day, Jacob’s has launched the #GerakanKebaikan64 Merdeka campaign to mark the first step of the next phase of their journey in helping Malaysia snack better and live healthier lives.
And they did this with a reworking of the iconic Merdeka song, Tanggal 31, by the late Sudirman, who himself united Malaysians of all ages and races with his tunes in the 1980’s.
From planking to push-ups to yoga, the goal is to inspire all Malaysians to rise up, unite and make their first move in whatever way they choose to move this Merdeka, even in the confines of their homes during the country’s current lockdown.
Iska Hashim, Executive Creative Director, said: “Put the song together with the equally iconic canvas of animation on Jacob’s crackers, and we knew we had something special.”
“We arrived at the idea of using Tanggal 31 because of what it meant to Malaysians at this time of year, and how only it had the power to move the nation not only emotionally but also physically,” says David HK Tan, Creative Group Head.
“When rewriting the lyrics, our goal was for it to become a rallying cry that would unite us through Jacob’s message to make the first move together and set the nation on a healthier course for the years to come,” said Copywriters Amin Sharipuddin and Matthew Yeo.
The film was brought to life by Directors ThinkTank’s Maurice Noone and scored by Real Time Studios in Malaysia.
“It’s always a privilege to work on a film that updates a classic song. Add a stop-motion animation style, plus several dozen Jacob’s crackers, and the result had my 3-year old daughter singing along with the new updated lyrics every time I looked at the edit!” said Noone. “I hope that the film will be equally catchy for the general viewing public, and help motivate people to get up and go.”
The #GerakanKebaikan64 (The Good Movement) campaign was launched across all platforms.
Credits
Client: Mondelēz International
Assistant Director E&I (SEA): Vikram Karwal
E&I Lead (SEA): Saurabh Kaushik
Head of Marketing MY/SG: Arpan Sur
Regional SBM E&I (SEA): Vega Gupta
Brand Manager: Feng Yin Tan
Creative Agency: Leo Burnett Malaysia
Executive Creative Director: Iska Hashim
Creative Group Head: David HK Tan
Copywriter: Matthew Yeo , Amin Sharipuddin
Managing Director: Firzan Mulafer
Business Director: Eswara Van Sharma
Senior Account Director: Wasim Akram
Senior Account Executive: Lilyan Chee
Strategic Planning Director: Sarthak Ranka
Strategic Planner: Nikki Oon
Agency Producer: Charlotte Yeo
Project Executive: Zahirah Hussin
Production Company: Directors Think Tank
Director: Maurice Noone
Executive Producer : Tek Nam
Producer : Gray Loi
Production Team : Daniel Ong
Post House : Tank 3
Post Producer : Sivagamy Jeeva
Online Artist : Chris Cheng
Graphic & Animation Designer : YunWen, Zoe, YongJun
Audio House: Real Time Studios
Music Director: Danny Lim
Composer: Lee Yi Yean, Chan Guan Siew, Samuel Leong
Sound Engineer: Terry Chong
Audio Producer: Evelyn Ang
Vocalist: Sri Suriya Parakash
VO Talent: Suehaily Abdullah
