The Campaign

We decided to create a book based on the living wisdom of the late Tunku Abdul Rahman, Malaysia’s first Prime Minister and beloved Father of Independence. Instead of creating the content ourselves, we wanted the book to be a result of the combined efforts and talents of Malaysians. This would not only make the book a 100% Malaysian product, but also one created and owned by Malaysians from all walks of life. We approached members of Tunku Abdul Rahman’s family, friends, Malaysian politicians, celebrities, students, artists and ordinary Malaysians to help bring the book to life. Contributions would come in the form: i) Personal stories on how Tunku Abdul Rahman positively influenced lives ii) Book design elements, ranging from photography, illustrations to other artistic contributions Target: Malaysians everywhere, young and old

Creative Execution

When it came to design, we took the approach of staying true to Malaysia’s cultural diversity. The idea was to let the book be as eclectic, colourful and expressive as Malaysia’s different peoples. Every element from typography, illustrations, overall themes and shapes draws from multicultural and historical influences unique to Malaysia. The result is a visual melting pot that gives readers an intimate and inspiring glimpse of Malaysia’s unity.

Indication of how successful the outcome was in the market

A successful launch and supporting media coverage resulted in 1,100 copies of the book selling out within months. More importantly, it demonstrated how Malaysians from all walks of life could so easily come together for their country. With such encouraging response, M&C Saatchi Kuala Lumpur has decided to relaunch the book with updated content. Naturally, the planned launch will coincide with Malaysia’s 61st anniversary of independence.