Earlier this year, a short film called “Blessings” was produced as part of a Chinese New Year social media campaign by Malaysia Airlines. The short story follows Mary Anne, who is determined to find blessings in all aspects of life, and was also dedicated to Malaysia Airlines staff who stayed strong despite the tragedies of MH370 and MH17.
That video became an Internet hit and soon climbed to the number one spot for Top Performing Ads on YouTube's Leaderboard. The result was made based on the popularity of the video from January to June 2015, which also saw other brands like Tesco, Maxis, Hotlink Nestle, Samsung and Tenaga Nasional making the top 10 list. An award-giving ceremony was held at the Google Headquarters, in attendance of representatives from the winning advertisements.
There to receive the award was Mohd. Hisham Saleh, the Head of Social Media & Innovations for Malaysia Airlines, who also shared the recipe of the video's success, the creative process as well as the experiences gained from the video, during a forum after the award ceremony.
Malaysia Airlines is known to create meaningful advertisements through story-telling – a sure-fire way to captivate audiences.
Watch the video here: https://www.youtube.com/watch?v=9DB5lMEnsZs