Write a short summary of what happens in the ambient or digital execution or campaign.

300 light-emitting drones sets a state-of-the-art dazzling display, bringing to life the iconic Avengers heroes in the night sky. Avengers: Endgame marks a phenomenal achievement in cinematic history, which significance transforms the Marvel Cinematic Universe (MCU) into a cultural event. For 10 years we were immersed in a universe that allowed an intimate look into our heroes' personal lives. We'd revel in their triumph, and felt their devastation, engulfed in their stories - together with family and friends. A performance aimed at delivering a service to fans worthy of the Avengers legacy was required, one that evokes a strong emotional trigger beyond hardcore fans. Poignant and grand, the performance aimed to elevate the communal experience - bringing the tradition of experiencing Avengers together indoors to the outdoors. A celebration of an enthralling finale, the vision was to bring people together for a distinctive shared experience of a lifetime.

Cultural/Context information for the jury

With the advent of technology, personalized media programming in Malaysia has increasingly placed its people into their preferred (linguistic) media cocoons, inadvertently dividing conversations – the camaraderie that the MCU’s Avengers surfaced is significant as the bonding experience breaks down barriers amongst ages, genders and ethnicities. A common story to be beholden to, it’s a cultural event that impacts the moviegoers reaching out to every demographic in a level unprecedented in Malaysian cinema history. The MCU’s Avengers impacted the Malaysian movie scene in a manner never before seen – even local brands that are typically reserved in promotional expression incorporated these heroes – proof that beyond just hype, the Avengers has occupied a very special place in the public’s psyche.