Ensemble and Malaysian telco Maxis turn spotlight on animals in Merdeka Day campaign

Ensemble Worldwide and Malaysian telco Maxis have unveiled a Merdeka Day campaign to highlight the plight of the forgotten Malaysians – its animals.

The project – The Endangered Malaysians –  is designed to support the conservation of at-risk species and turn the spotlight on animals, rather than people, during the annual celebrations.

It has been produced in partnership with the Department of Wildlife and National Parks and Huawei.

A video documentary features Malaysian photographers David Lok, Kenny Loh and Nana Safiana, alongside wildlife photography consultant Sanjitpaal Singh, as they track and photograph animals in the wild.

A campaign website will drive donations while an interactive experience will be held at the IPC Shopping Centre in Damansara until early September.

Ensemble Worldwide executive creative director Chan Woei Hern said: “We realised there is a community of unseen, unheard and disappearing Malaysians that are born in Malaysia but left behind as we develop as a nation – the endangered animals of Malaysia.”

Speaking about the campaign he added: “Every year, Maxis finds ways to demonstrate a higher purpose for technology and the power of the internet. This Merdeka, we wanted to redefine the use of the most powerful tool in our hands, the mobile phone.

“We asked ourselves how we could use technology to help those who can’t, and to look beyond our selfies and turn the lens outwards to make a difference. It was then that we decided to tell the stories of the animals who share this land with us.”

Maxis head of brand and partnerships Tai Kam Leong said the use of technology to humanise the plight of endangered animals was a “simple but so very powerful idea”.


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