Humanising a Malaysian Industry

The Challenge

The Malaysian rubber industry is a cornerstone of the nation's economy, but its stories of innovation and human impact were often hidden behind corporate messaging. MRPMA needed to connect with a wider audience, showcasing its commitment to sustainability and its profound effect on the lives of everyday Malaysians.

Our Insight

We believed the true story of the rubber industry wasn't in factories or boardrooms, but in the passion and resilience of the people it touches. To truly connect with audiences and the media, we had to go beyond press releases and find the untold, authentic human stories of innovation and transformation that were happening on the ground.

Our Action

We launched an in-depth, on-the-ground search for the most compelling characters within the industry. This led us to produce a series of seven authentic video stories that brought the industry to life. We profiled visionaries like Geomax founder, Steven Ng, who passionately recycles used gloves into unique footwear, and we shared the deeply moving story of 59-year-old Meran Md Yusof, whose life was profoundly transformed by the industry's support.

The Impact

The stories created a significant impact and validated our human-first approach. After producing the series, we identified the most powerful narrative—that of Meran Md Yusof—and successfully pitched it to the news media, where it was prominently featured. This brought national attention to the industry's human side.

The full series of videos then became a cornerstone of MRPMA's promotional efforts, used to engage a global audience at the International Rubber Industry Convention and Expo (iRICE). We didn't just create content; we created a connection, turning industrial processes into unforgettable human stories.