Carlsberg and Havas Malaysia toast to tradition with new harvest festival campaign

Carlsberg returns with its annual “Raikan Kebanggaan Sabah & Sarawak” campaign, created with Havas Malaysia, to celebrate the rich heritage of the two Malaysian states through iconic cultural symbols and specially designed artist-edition cans and bottles. Delivering an experience that is truly #BestWithCarlsberg, the 2025 campaign, in conjunction with the Harvest Festivals celebrations, pays tribute to rice – a grain that represents more than just sustenance, but also a symbol of unity, gratitude, and tradition.

As the Harvest Festivals of Gawai and Kaamatan approached, Carlsberg got the festivities underway with Carls Harvest Pesta – a four-day celebration where local culture took centre stage. The event honoured tradition while embracing Borneo’s vibrant future, featuring a curated mix of artisanal products, delicious bites, interactive workshops, and live performances.

In the spirit of “By Locals, For Locals,” Carlsberg partnered with Bornean artists Nelson Lip and Timothy James to create the Artists’ Edition packaging for Carlsberg cans and bottles, inspired by rice art. The collection includes four striking designs: Mount Kinabalu, Orangutan & Rafflesia, Hornbill, and Sape & Longhouse. These artworks were also transformed into exclusive collectibles for the people of Sabah and Sarawak – a true celebration of local pride.

On top of that, a music video titled “Rhythm of Harvest” captured the vibrant spirit of Bornean festivities, featuring lyrics that resonated with the local community and seamlessly weaving in the Bornean artists’ illustrations to visually amplify the celebration of culture and creativity.

“The essence of Gawai and Kaamatan is deeply tied to the harvest and rice. Carlsberg honours that heritage, embracing the unity, gratitude, and celebration at the heart of these festivals. We’re thrilled to once again ‘Raikan Kebanggaan Sabah & Sarawak’ with a stronger focus on local pride as we collaborate with two talented local artists, whose designs beautifully capture the spirit of Sabah and Sarawak, making every celebration #BestWithCarlsberg,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.

“Recognising the deep cultural significance of rice in Borneo, we used it as the central medium to give this meaningful campaign a refreshing twist. The idea blends traditional art forms with a modern aesthetic, reimagining rice art through the lens of iconic symbols from Sabah and Sarawak,” said Donevan Chew, Chief Creative Officer of Havas Malaysia.

The “Raikan Kebanggaan Sabah & Sarawak” campaign will run until June 2025 across Facebook, Instagram, YouTube, and in retail stores in East Malaysia.