TM Mengukir Malaysia: Ibu

Agency

VMLY&R COMMERCE

Client

TM

Product/Service

Telecommunications

Brief

In 2022 TM launched an initiative called Mengukir Malaysia. The project aims to revitalize Malaysian cultures by merging it with technology. Merdeka/Hari Kebangsaan is a celebration and representation of the fight we took as a country to achieve independence. For this campaign, we wanted to champion the leaders and heroes that motivated and carried us forward as a nation by using and elevating a traditional Malaysian art form.

Solution

Wayang Kulit is one of Malaysia’s first forms of animation. In its truest original form, it uses light projections to tell the stories of good vs. evil and mythical heroes. So, for this campaign, we leverage on a traditional art form in Wayang Kulit to shine light and tell the story of a beloved Merdeka hero.

Our story revolved around, Ibu Zain or also known a true Merdeka hero that fought for our country’s independence yet she is hardly talked about.

Wayang Kulit was the perfect medium for us to tell her story as it allowed us to shine a light on her story while also preserving the art form’s true meaning. Traditionally Wayang Kulit is projected on a flat canvas but for this campaign, we really wanted to drive the fact that heroes could be all around you so, we decided to create the world’s first 360 Wayang Kulit experience.