Rumah Mak.
Khazanah Nasional's Hari Raya 2023 film follows Puteri, who moves her mother from the outskirts into the city and learns that Mak needs purpose and dignity more than protection.
- Brand
- Khazanah Nasional
- Agency
- The Chariot Agency
- Market
- Malaysia
- Region
- Global
- Year
- 2023
The challenge
Khazanah, Malaysia's sovereign wealth fund, wanted a Raya film that reflected its mission of advancing Malaysia by building each Malaysian's capacity. The agency's insight was that as parents age, their children start treating them as helpless, forgetting who taught them to look after themselves.
The idea
In a five-minute film directed by Ismail Kamarul for Reservoir World, Puteri brings Mak to live with her in the city, then realises the kinder choice is to let her mother live where and how she wants. The story works in Khazanah-backed organisations: Puteri is a Yayasan Khazanah scholar who works at Think City, and Mak's care comes from Care Concierge, a winner of the Khazanah Innovation Impact Challenge. Khazanah released the film on YouTube on 19 April 2023, ahead of Aidilfitri, a day after a short teaser, 'Mak Bersenandung'.
Results
- 4,793,001 YouTube views, according to The Chariot Agency's case page
- 9,788,812 LinkedIn impressions, according to The Chariot Agency's case page
- A 41.81% view-through rate, according to The Chariot Agency's case page
Case study source: The Chariot Agency Source ↗
