| Title | DURIAN |
| Brand | PROTON HOLDINGS |
| Product / Service | PROTON SAGA |
| Category | A08. Cars & Automotive Services |
| Entrant | McCANN ERICKSON Petaling Jaya, MALAYSIA |
| Entrant Company: | McCANN ERICKSON Petaling Jaya, MALAYSIA |
| Advertising Agency: | McCANN ERICKSON Petaling Jaya, MALAYSIA |
| Production Company: | SUPERWONDERFUL FILMS Kuala Lumpur, MALAYSIA |
Credits | |
| Executive Creative Director | Hwa/Szu Hung Lee |
| Copywriter | Jeremy Chen |
| Agency Producer | Iskandar Siva |
| Advertiser's Supervisor | Riad Asmat |
| Account Manager | Navin Rajaratnam/Priscilla Wong/Zekry Mohd Nor |
| Account Supervisor | Michelle Ong |
| Director | Al Sivam |
| Producer | Sunita Petrus |
| Editor | Nik Johan |
| Sound Design/Arrangement | Elemental Ventures |
| Music Artist/Title | Elemental Ventures |
| Art Director | Hwa/Jaideep Mahajan |
| Post Production | Tiger Tiger |
In Malaysia, one of the challenges faced when selling compact sedans is how much boot space there is. This is because Malaysians tend to travel back to their hometowns which is out of the city (balik kampung) and when they do, they will bring food, clothes, toys even pillows. So with the Proton Saga, although there was sufficient boot space, we had to think of how to express this to the consumer, because really, who understands what 413 litres mean? So we used the best Malaysian example -- we loaded the boot with durians.