The client asked for a print ad to commemorate the harvest festivals of Sabah and Sarawak in East Malaysia.
We came back with a song and dance. Literally.
But I digress. Let's go back to the brief. Despite being the national oil & gas corporation and pouring billions into industrial investments, PETRONAS wasn't seen as one of the locals in East Malaysia.
So we created the "Planting Tomorrow" campaign to demonstrate how PETRONAS was planting the seeds of progress (in line with the harvest festival) through its initiatives.
Firstly, the harvest festivals didn't have any song that connected the way "Jingle Bells" or "Silent Night" do for Christmas. We commissioned Sabahan songbird Mia Palencia to compose and perform a song based on Planting Tomorrow. The song was such a hit it was played on local radio stations for free.
The print ads used traditional beadwork and weaving crafts of East Malaysia with a fresh twist. The artwork featured people with modern elements such as a stethoscope, mortar board, industrial hat etc.
Art Directors: Swiss Tee, Heng Yik See
Copywriter: Leon Jala
Creative Direction: Paul Prabhakar
Beadwork & Visual: Cue Art
Song: Mia Palencia
Video Director: Jared Abdul Rahman