Results
Campaign Views
0
Million +
Engagements
0
Million +
National audience reach achieved through organic storytelling and creator-driven content.
The Challenge.
Banking campaigns often struggle to feel relatable.
Instead of creating another advertisement about financial services, the challenge was to connect Maybank with everyday Malaysians through authentic storytelling that celebrated real businesses and communities.
Our Idea.
Rather than talking about banking, we told stories about people.
“Da Gong” (打工) literally means “going to work.” The campaign followed 30 different vendors across Penang over 30 consecutive days, highlighting occupations, traditional trades and everyday entrepreneurs while naturally integrating Maybank’s relationship with local businesses.
Education, entertainment and cultural appreciation became one continuous story.
“Da Gong” (打工) literally means “going to work.” The campaign followed 30 different vendors across Penang over 30 consecutive days, highlighting occupations, traditional trades and everyday entrepreneurs while naturally integrating Maybank’s relationship with local businesses.
Education, entertainment and cultural appreciation became one continuous story.
Execution.
- Campaign Strategy
- Documentary Storytelling
- Creator-led Content
- On-location Production
- Multi-day Filming
- Long-form & Social Adaptations
Platforms.
Why It Worked.
People didn’t feel like they were watching a bank advertisement.
They felt like they were discovering Malaysian stories worth sharing.
When audiences connect emotionally first, brands naturally become part of the conversation.
They felt like they were discovering Malaysian stories worth sharing.
When audiences connect emotionally first, brands naturally become part of the conversation.