Case Film
Case Board
Grey Worldwide Sdn Bhd
TM
Festive Brand Campaign
Malaysia prides itself for being multilingual. Yet, most of its native languages and dialects aren’t commonly spoken or understood by different ethnicities. How can TM ignite their brand purpose of engaging people from all ages with the potential of AI technology to bridge language barriers?
Through linguistic AI training and the integration of 7 APIs and AI technology, TM created an AI music platform with voice cloning and lip-syncing capabilities. This Merdeka, thousands of Malaysians were able to celebrate unity in a way never thought possible – singing the popular and prideful song ‘Gemuruh’ in languages and dialects they’ve never spoken before.
On the microsite, users were able to record their voice, take a selfie, choose a desired language and generate their song to be shared with friends and family. A total of 10,194 voices were submitted – all brought together to create Malaysia’s Largest Choir as a 360-degree spatial audio experience at https://sejutasuara.com/
The song made waves across digital and social media, on-ground and even at the Merdeka Parade – garnering 65.1 million impressions, 23.4 million reach and 63% conversion for first-time AI users.
Agency: GREY Malaysia
Chief Executive Officer: Irene Wong
Chief Creative Officer: Graham Drew
Deputy Executive Creative Director: Jeremy Yeoh
Head of Strategy: Cindy Quek
Client Service Director: Jennifer Liew
Brand Director: Lyn Yen Khoo
Head of Digital: Salil Shahane
Creative Group Head: Jamie Hendricks
Senior Copywriter: Lysha Zulkifly
Senior Art Director: Lim Poh Yeng
Senior Designer: Bob Khaw
Copywriter: Jodi Yip
Designer: Riyren Lam
BM Copywriter: Hashim Samsudim
Senior Brand Executive: Afrina Zainol Rashid
Insights Manager: Ken Chia
Social Media Manager: Syafiq Rusman
Agency Producer: Suzy Chiang
Project Manager: Wan Naim, Qistina Yazid
Creative Services Executive: Lee Wai Wai
Digital Imaging Artist: Foong Kang Kai
Film Production: Directors Think Tank
Film Director: Aiman Aliff
Executive Producer: Pat Singh, Suraya Rezal
Producer: Benedict Lazaroo
Director of Photography: Shahrul Che Hasan
Art Director: Jesjin Singh
Editor: Pan
Post Production: Tank3
Executive Producer: Sivagamy Jeevapragasam
Post Producer: Fakhrul Syakirin
Editor: Huzhail Harith
Online GFX: Muhd Naqib, Ashraf Ramza
Post Production / Animation: FNL PRJCT
Audio Production: Nacho Usual Collective
Music Composer: Bo Amir
Producer: Sharon Chin
