Proton celebrates perseverance for festive season

Created by Leo Burnett as part of the recently-announced ‘Committed to be better’ campaign, it salutes the tenacity of Malaysians that try harder.

Highlighting the champion spirit within every individual, it focuses on those who have overcome the odds in their search for excellence by showcasing disabled sportspeople who have represented the country at international level disabled sports competitions, including the Paralympics, Asian Para Games.

“Like any organisation, Proton has experienced the joys of success, as well as having learnt its lessons from mistakes and failures. With that in mind, we explored avenues on how we can further motivate, not just ourselves, to push harder in search for excellence, but also to encourage the community that we are in,” said Syed Zainal Abidin Syed Mohamed Tahir, managing director at Proton Group.

“Our desire to improve burns quite strongly and we recently kicked off our ‘Committed to be better’ campaign, an improvement initiative that impacts our organisation internally, as well as externally.”

He noted that activities in this programme encourage its employees to positively challenge expectations and limits, in their collective pursuit to succeed.

The campaign has been seeded online, while the TVC broadcast commenced on 20 August. The print ads, digital and social media will be also used to maximise viewership until mid-September.

John Chacko, director of group marketing & branding (group chief marketing officer) at Proton, meanwhile added that these disabled athletes are a source of inspiration at Proton.

“They are champions in their own right, overcoming their personal challenges, defying the odds, in pursuit of excellence. We believe they should be recognised for their effort to fly the Malaysian flag and carry the Malaysian name on the international sporting arena, despite the odds faced. As they are our inspiration, we hope that they can also be inspiration to all Malaysians,” he noted.

Credits:
 

Client Proton
Campaign A celebration of perseverance.
Creative Leo Burnett Kuala Lumpur
Executive creative director Ali Mohamed
Creative director Zaidi Awang
Art director Najman Syah
Writer Abdul Malik Abdullah
Planner Sutapa Bhattacharya
Client servicing Azmir Malek
Media Universal McCann
Production house Chillipeppers
Director/photographer Tan Yew Leong
Edit house Mirage
Exposure TV, Print