GREY and TM Tap Into Generative AI to Celebrate the Multifaceted Diversity of Malaysia

TM and Grey Malaysia have collaborated to spur the nation to celebrate the beauty of Malaysia's diversity with the power of AI technology. 

Inspired by Malaysia's diversity of cultures, traditions and ethnicities, the team has created AIDENTITI™ KITA: an AI platform that allows people to express the unique traits that make them Malaysian. The campaign features a microsite at www.tm.com.my/aidentitikita where people can generate their AIDENTITI™ as a personalised music video clip and stand a chance to be featured on digital billboards across the nation.

Shanti Jusnita Johari, chief marketing officer, TM group customer experience, and marketing, said, "Aligning with TM's mission to bring new technologies to everyday Malaysians, this campaign showcases our country's identity and diversity through a unique digital engagement, where communities from all walks of life can experience AI up close. Through our AIDENTITI™ KITA initiative, we at TM aim to foster unity by bridging culture, humanity and technology."

"We wanted to give people the platform to experience AI in a way that's uniquely Malaysian. With generative AI, we're able to add a different dimension and generate new perspectives on how we express Malaysia's colourful kaleidoscope of faces and facets," said Jeremy Yeoh, deputy ECD of Grey Malaysia.

To elevate AIDENTITI™ KITA further, the team worked with directors Think Tank and Nacho Usual Collective to produce a one-of-a-kind music video featuring Malaysian artists MK (K-Clique), Suki Low and Balan Kash.

Created with generative AI and the vision of film director Ian Djin Kai, the film tells a story of Malaysia's diversity through live-action and unique digital artwork compositions. Driven by a pop-rap music composition infused with traditional instruments, the MV showcased the beauty of Malaysia's multifaceted culture in a method that's fresh and modern.

"Giving everyone a taste of what AI can be is the beauty of this campaign, and what better way than to present it through our diverse culture. The outcome we got from the generated artwork with what was filmed really brought to life our blend of identity. It's still uncharted territory that we're tapping into, but as creatives, we have to adapt to constant new mediums of creativity. And with AI, it's definitely a worthy exploration," said Jamie Hendricks, senior art director and Lysha Zulkifly, senior copywriter of Grey Malaysia.