Ensemble Worldwide, and PETRONAS have released a television commercial, digital video and social campaign in conjunction with PETRONAS’ #WeWishYouWell umbrella campaign that launched at the start of the Movement Control Order (MCO), aimed to spread positivity and lift national spirits.
The video titled ‘Give with all you’ve got’, released in both English and Bahasa Malaysia, urges the public to show support to the frontliners of the COVID-19 crisis. The video sheds a spotlight on the efforts of medical staff, and acts as a rally cry for Malaysians to share ways of giving back to frontliners for their service.
Executive Creative Director of Ensemble Worldwide, Chan Woei Hern said, “’Give with all you’ve got’ is a message that’s inspired by our brave frontliners – not just healthcare, but PETRONAS’ own oil & gas personnel. These are our unsung heroes.
“It encompasses the spirit that we want all Malaysians to embody. We can each do our part and give our all in our own little ways, like the many Malaysians out there making masks and PPEs from home. We hope to encourage more Malaysians to action for good during this unprecedented crisis.”
The videos feature still images, primarily sourced from medical frontliners via community pages on Facebook, demonstrating the sacrifice, solidarity and humanity of the medical fraternity.
Woei Hern adds, “This story was written by the frontliners. Through the photos on social media documenting, sharing their routines, struggles and camaraderie from their daily battle. We just brought it to life.The video was completely conceptualised and produced remotely due to the MCO, the creative consideration was to utilise these images for its powerful authenticity. Our biggest challenge was sourcing the right images from the public pool and requesting permission for the photos to be featured in the videos. To those who gave us their photos, we’d like to give our heartfelt thanks. It was also an opportunity to explore storytelling in the ‘new normal’. The clients were extremely supportive of us throughout, and our sense of togetherness and purpose kept us going.”
The videos released on 11th April have thus far generated over 7 million views on TV through Buletin Utama and TV3, and almost 5 million digital views from Facebook and YouTube.
The accompanying Public Service Announcement (PSA) social campaign adds PETRONAS’ ongoing messages of positivity to the public during the MCO. The social posts craft ingenious tips for members of the public to stay safe physically, mentally, emotionally and financially.
Woei Hern adds, “The lessons from this crisis have shown the importance of not losing focus on our daily reality. Life still goes on, and this is a time to get creative while staying at home. The PSAs are meant to feed critical messages in an ingenious way to remind the public that collectively, we can find solutions for societal and personal betterment during this time.”
PSA messages shared thus far include a ‘People Distancer’ note on backpacks to remind others to keep a 1 metre distance, top 3 food delivery share templates, DIY grocery list tags to minimise phone contamination, a Buy 1/ Share 1 food delivery message and social sharing to help small business owners.
Since the start of Ramadan, the PSA messages include reminders on the gift of giving, gratitude and community spirit during the fasting month. More messages will be released through the MCO period. You can view the PSA messages here.