Dari Mata Kita

Agency

APD Digital Services Sdn Bhd

Client

CelcomDigi

Product/Service

Telecommunication

Brief

Influencers were everywhere, but influence was fading. Most Merdeka campaigns relied on familiar faces and one-way reach. CelcomDigi wanted to reimagine what influence could mean. As the country’s No. 1 network, the brand set out to connect Malaysians through a different kind of reach — one built on authenticity, locality and purpose. True influence is not just about who speaks loudest, but who speaks for others. Malaysians trust voices that come from their own surroundings, people who show the everyday life and pride of their communities. When these local voices share their world, influence becomes connection.

Solution

Idea:
We launched #DariMata, a creator-led movement where influence was used not to promote, but to represent. Fourteen storytellers were carefully selected from fourteen states, chosen for their credibility, reach and cultural resonance within their home audiences. Each creator told one story through a single reel, revealing their state’s unseen beauty and character. Together, they became the human network behind CelcomDigi’s widest and fastest network.

Execution:
Across fourteen days, each creator took over the feed with a #DariMata[State] reel, co-published with CelcomDigi. The sequence was designed like a relay, with each storyteller passing the spotlight to the next. In Selangor, @itsduniamir revisited Ng San Coffee, a kopitiam that has brewed quiet unity for eighty years. In Pahang, @n.muif documented the Orang Asli community whose traditions keep the rainforest alive. In Sabah, @sesat_in_malaysia travelled the Tenom to Beaufort railway, a lifeline connecting communities