The Drum Awards for Marketing - Extended Deadline

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Agency: Dentsu
Client: AirAsia
Date: Jun 2018
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AirAsia's Ramadan video dives into the lives of individual Allstars (AirAsia employees) and relishes in the true spirit of Ramadan. The video focuses on and celebrates the determination, integrity, perseverance and sense of responsibility that's heightened for all Muslims throughout the Holy Month.

To celebrate Kaamatan and Gawai Harvest Festivals, AirAsia draws inspiration from a social enterprise whose rice business has flourished through the connections enabled by AirAsia's extensive network. The story is centred around Langit, a hard working rice seller from Kuching, a small town in Sarawak whose dream was to expand his rice business across Borneo. The tale carries viewers through Langit's life; how he started his own family and his son's aspirations in bringing his father's dream across the continent.