Malaysia’s unsung heroes recognised in Proton’s new festive campaign via Leo Burnett
Proton Holdings Berhad in Malaysia has launched a new campaign entitled “Perseverance”, and in conjunction with the festive seasons of Ramadhan, Hari Raya, Merdeka Day and Malaysia Day, saluting the tenacity of Malaysians that try harder.
The campaign created by Leo Burnett is part of its “Committed to be Better” campaign which was announced by Proton Group Managing Director, Dato’ Sri Haji Syed Zainal Abidin Syed Mohamed Tahir in July. The campaign highlights the champion spirit within every individual, focusing on those who have overcome the odds in search for excellence.
The “Perseverance” campaign showcases Malaysian Disabled Sportspeople who have represented the country at international level disabled sports competitions, including the Paralympics, Asian Para Games.
The campaign has been seeded online, and the TVC broadcast will commence on the 20th of August. The campaign is supported with print ads, digital and social media to maximize its viewership and it will run until mid-September.
“Like any organization, Proton has experienced the joys of success, as well as having learnt its lessons from mistakes and failures. With that in mind, we explored avenues on how we can further motivate, not just ourselves, to push harder in search for excellence, but also to encourage the community that we are in,” Dato’ Sri Haji Syed Zainal Abidin said. “Our desire to improve burns quite strongly and we recently kicked off our ‘Committed to be Better’ campaign, an improvement initiative that impacts our organization internally, as well as externally. Activities in this programme encourage our employees to challenge expectations and limits positively, in our collective pursuit to succeed.”
“These disabled athletes are truly a source of inspiration to us here at Proton. They are champions in their own right, overcoming their personal challenges, defying the odds, in pursuit of excellence. We believe they should be recognized for their effort to fly the Malaysian flag and carry the Malaysian name on the international sporting arena, despite the odds faced. As they are our inspiration, we hope that they can also be inspiration to all Malaysians,” added Proton Director of Group Marketing & Branding (Group Chief Marketing Officer), John Chacko.
1 Comment
Very much similar to the old ole Olympics ‘Celebrate Humanity’ by TBWA. But then, was has this to do with the festive seasons of Ramadhan, Hari Raya, Merdeka Day and Malaysia Day? Saluting the tenacity of Malaysians that try harder?
Maybe to show common Malaysians wearing yellow for a change.