Kuala Lumpur, Malaysia – Nestlé’s classic energy drink MILO tries to define what it really means to have the ‘Malaysia Boleh’ or Malaysia’s can-do spirit in its latest animated ad for the celebration of Merdeka and Malaysia Day.
Malaysia will soon be celebrating its country’s independence on Merdeka day on 31 August as well as on 16 September, which is the country’s official independence day. In time for the commemoration, MILO has partnered with Reprise Digital, Mediabrands’ digital creative agency to create an animated film that would bring tribute to the Malaysian spirit of strength.
Titled ‘Tetap Di Sisi Walau Berganti Generasi’, or which means ‘always by your side’, the ad highlights MILO as a symbol of strength that has stayed with Malaysians over many generations, which is a parallel to the 64-long historic journey of the country since it became independent in 1957.
The ad answers the question, “So what would be the pillars of our strength be then?” The film shows that strength can be ‘given’ and shown in many different ways. It can be through the sharing in the happiness of each other and the fostering of a precious friendship. The ad also shows that strength can be passed on through random support from a stranger.
These were depicted through the cheers of a MILO cup, the sharing of blessings between friends and family through money that was carefully saved in a repurposed MILO tin, as well as the giving of food donations to those who need them the most.
Ultimately, the answer still lies in being able to have the ‘energy’ to overcome own challenges and to become a person for others, which has always been the brand’s slogan.
“Almost like a divine inner whisper, ‘We can;’ for within that energy, lies the strength to overcome challenges,” said in the film.
Reprise Digital’s Creative Director Eddy Nazarullah shared that what they wanted to convey in the film is the spirit of never giving up.
“Though the world has been put on lockdown, it is inspiring to know that nothing can stop creativity and the generosity of spirit which is Malaysians supporting Malaysians.”
“There are many who are struggling through hardships, Malaysians can and will get back up stronger. This film is meant to show the strength in spirit of Malaysians and serve to remind us that as a nation, we are unstoppable,” Nazarullah adds.
Meanwhile, Ng Su Yen, business executive officer of MILO, commented, “Although this year’s Merdeka and Malaysia Day is celebrated differently without the usual parade or fanfare, we want Malaysians to reminisce what we have accomplished together for the past 64 years and how we keep striving to create a better Malaysia.”
Ng Su Yen added, “The team at Reprise have managed to bring that message of hope that MILO brings of ‘staying by your side’ in special times.”
In addition to the film, MILO has also released limited-edition commemorative tins. MILO reimagines its classic tin with two new designs that have been customized by a local designer from ‘Loka made’ to portray the intrinsic culture of Malaysian’s heritage and lifestyle, “both in and out of home.”
Moreover, an augmented reality element has been incorporated by way of a QR code on the tins, with designs portraying the ‘Warung’ known as a roadside stall, and ‘Kopitiam’, a traditional coffee shop setting.
As of writing, the film has already garnered over a million views since its official launch on 16 August. The digital-only campaign will be running until Malaysia Day on 16 September.
The limited-edition tins are available on both Shopee and Lazada.
