The advertising campaigns from brands in Malaysia during the holiday season often emphasize recurring themes around cultural traditions, such as family gatherings, the spirit of unity, and togetherness. For the 2024 Chinese New Year, Maybank sought to break with the expected messages with the launch of an idea that aligns with the brand’s core beliefs and long-standing commitment to championing the rights of people with disabilities.

In Malaysia, there are over 40,000 registered deaf people, but only 100 certified sign language interpreters. How could Maybank use the largest and loudest festive occasion to reach out to more individuals, to cultivate empathy and support for a community that has long been left on the sidelines?

How Can You Speak to Someone When They Cannot Hear You?

Famous

Produced in collaboration with a deaf Film Director, Grey created a short documentary-style movie that provides viewers with a poignant insight into the world of the deaf community. By immersing the viewer into a “Day in the Life” experience of a typical Chinese New Year reunion dinner, the film drives home the message that even the simplest of interactions has the power to transform someone’s world.

To further help normalise the use of sign language, additional creative assets in the campaign leveraged digital out-of-home spaces in major cities and social media with a series of tutorials featuring the star of the film, and hearing-impaired Maybank staff signing personalised greetings to millions of Malaysians.

Effective

14.4 million views

34 million impressions

4.5 million reach