Advertising Campaign
Spotlighting unsung heroes on National Day to enhance public image and boost morale
The Challenge
Beyond the visible
National Day is a time of celebration, but also an opportunity for government bodies like the Ministry of Transport to connect with the public on a deeper level.
We wanted to go beyond showcasing projects and statistics, and instead reveal the human stories that keep Malaysia moving forward.
Insights
Hero in the shadows
Planes take flight, cargo ships arrive on time, and roads remain safe because of countless unseen individuals working tirelessly behind the scenes.
Civil servants, engineers, logistics personnel, their stories of dedication and resilience often go unsung.
We sensed a powerful opportunity to spotlight these individuals and their vital role in our nation’s progress.
But how…?
Strategy
Wira yang tidak didendang
The unsung heroes
We launched the “Wira Yang Tidak Didendang” campaign, celebrating the unsung heroes at the Ministry of Transport, enforcement agencies, and related companies.
Through videos, interviews, and social media spotlights, we highlighted their personal motivations, challenges, and pride in their work.
These stories were amplified through digital media and the MRT Ad Network.
FESTIVE CAMPAIGN
National Day
Wira Yang Tidak Didendang
