Ready, Set, Roar!

Agency

GEOMETRY GLOBAL SDN BHD

Client

Proton

Product/Service

Automotive

Brief

As one of Malaysia’s oldest automotive brands, Proton has always been Malaysia’s pride. But pride alone doesn’t move a new generation raised on style and social trends. While the Proton X50 was built for them, many still felt like it was their parent’s brand. Familiar, yes, but not desirable.The challenge was to prove that the X50 isn’t just another car from an old brand, but the new icon for a generation that defines what’s cool.

Solution

We changed the way the Proton X50 shows up. Not as a car brand listing out specs, but as a cultural brand that vibes with the times.So we tapped into what Malaysians already love: music. Collaborating with two of the country’s most talked-about music acts, De Fam and Suki Low, we co-created original tracks that fused Proton’s brand message of “Your trendy, locally built No. 1 B-segment SUV” with each artist’s unique sound and style. By connecting with our audience through music and culture, the X50 didn’t just advertise; it entered their playlist, TikToks, and conversations.

Credit

VML Malaysia
Chief Creative Officer: Didi Pirinyuang
Executive Creative Director: Phoecus Lee
Creative Director: Alvin Ho
Copywriter: Yong Jin Soon, Garren Chin, Arash Daniel, Yong Mei Yee, Laura Lee
Art Director: Alvin Ho, Wayne Wang, Michael Lim, Fatin Nabilah
Designer: Emma Choo
Client Servicing: Sean Lim, RZ Chew, Bong Kim Loong, Aiden Wahab

Client: Proton