Gerakan Kebaikan 64

Agency

Leo Burnett Kuala Lumpur

Client

Mondelez Malaysia Sdn Bhd.

Product/Service

Jacob's Original Cream Crackers

Brief

Malaysia has come a long way since its independence. But with its slew of achievements, came a big setback: the rise of obesity. As a brand that has been championing healthy and balanced living for over 65 years, Jacob’s needed a way to move Malaysians towards a healthier direction.

Since Merdeka is a time of unity and shared spirations, we got Malaysians to come together as one with the Gerakan Kebaikan movement; a movement that made everyone’s patriotic duty to be healthier.

We harnessed the power of the iconic Tanggal 31 with a Jacob’s upbeat twist-making people want to get moving even more. And move they did! We also created our very own Instagram filter that challenged people to sweat it out for 64 seconds in honour of our 64th year of independence. And in 2022, we got Malaysians to reach a collective goal of 10 million steps!

The movement resulted in more than 110 million impressions on Facebook, Instagram, and YouTube and we surpassed our goal by 7x with a wh