Hasanah Gold Threads Awards

The challenge

Malaysia’s master weavers, embroiderers, batik makers and beadworkers are its living heritage, yet few people know their names. Yayasan Hasanah and Tanoti needed the Hasanah Gold Threads Awards to reach artisans across the country, persuade them to enter, and make the public care about who won.

The campaign

We built the campaign around the artisans, not the ceremony. A brand launch film opened entries across six craft categories. A journey film then followed the artisans and their communities, and after judging, twelve short winner stories gave each awardee their own film for social media. The awards night at Rumah Tangsi in Kuala Lumpur closed the cycle with event films and photography.

Since 2023

The partnership began with the 2023 awards, for which we produced the launch music video and eight winner stories, all shown below. We carried that look and voice into the 2024 campaign.