MERDEKA
UNSEEN
31 August 1957. The day Malaya was born. Merdeka.
Millions of Malaysians packed the stadium, buzzing with hope, pride, and unity. History remembers it as the day of one iconic speech. But here’s the thing—Merdeka was never just about one man. It was about the countless acts of generosity and spirit that filled the air that day.
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So, for the first time ever, Cadbury Dairy Milk set out to uncover those stories.
We brought to life the memories of Johan, who stood in the crowd on that very day. And decades later, we invited him back to the stadium—the very same stadium. Using immersive mesh projections, we lit up the very spots where his memories happened, turning the place into a living scrapbook of generosity.
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A trip down memory lane… but this time, shared with the whole nation.
Client:
Mondelez // Cadbury Dairy Milk
Recognition:​
Kancil / Film (Online): Single / Bronze
Kancil / Kancil for Good / Bronze
Kancil / Film Direction: Single / Merit
Kancil / Best Use of Direct: Physical / Merit
Kancil / Best Use of Cultural Insights: Brand Experience & Activation / Merit
Kancil / Best Use of Cultural Insights: Direct Marketing / Merit
Kancil / Best Use of Cultural Insights: Print & Publishing / Merit​
But Johan wasn’t the only one with memories worth telling. Beyond the famous speech, Merdeka was alive with everyday acts of kindness—moments of generosity that history never wrote down.
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So we went looking for them. Hours of conversations led us to untold stories, long kept in the hearts of those who were there. Stories we then brought to life in a way never seen before.
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Using MidJourney, we turned their words into powerful images—reimagining hidden moments of Merdeka and stitching them together into Malaysia’s first book of untold Merdeka stories.
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And instead of keeping it on shelves, we shared it where it matters most—education centres across the country—so new generations can grow up knowing that Merdeka was more than just a speech. It was generosity in action.
This Merdeka, we didn’t just celebrate our people—we celebrated our flavours too. Introducing the Pandan Coconut Cadbury Bar: a chocolate that’s as uniquely Malaysian as Merdeka itself.
