Malaysian oil and gas company Petronas worked with the Malaysian government to promote racial harmony in the context of Hari Merdeka, commemorating Malaya’s independence on 31 August 1957.
“Hong Ming”, winner of a Gold Film Lion at Cannes 2008, is one of eight touching short films featuring Malaysian children found online at Petronas Merdeka 50. In this short film a young boy, Hong Ming, is interviewed in English about the girl in his life. He’s Chinese and Umi Qazrina is Malay, from the main ethnic group in Malaysia. The race ratio in Malaysia is 60% Malay, 25% Chinese, 10% Indians, the rest 5%.
“Our children are colour blind. Shouldn’t we keep them that way?”
Click on the image below to play the video in YouTube
See the ad online at Petronas Merdeka 50.
Tan Hong Ming and the rest of the campaign was developed at Leo Burnett Kuala Lumpur by executive creative director/copywriter Yasmin Ahmad, creative director/art director Tan Yew Leong, copywriter Yasmin Ahmad, agency producer Sheikh Munasar (Moon), account supervisors Yazmin Lim, Nur Dayana, Sham Razni.
Tan Hong Ming won a gold at Andy Awards 2008, a silver at the One Show 2008, a gold at the Clio Awards 2008, and a gold at Cannes 2008.