CIMB

Hari Kebangsaan is a time for Malaysians to reflect on progress, but CIMB saw it as more than a symbolic moment. They wanted to turn celebration into action, creating impact where it mattered most: in communities that needed help. That’s how the CIMB Progress Squad was born.

Four squads, led by well-known personalities, each took on a mission. National cyclist Azizul Awang refurbished a youth hub in Shah Alam. Astro announcer MeiYan helped orang asli women start small businesses through poultry and chilli farming. DJ Suresh Kumar transformed a school with a library makeover and study kits. Actress Yana Samsudin brought clean water and light to an orang asli village with solar panels and water filters.

To further strengthen its positioning, CIMB extended the initiative into lifestyle spaces with The Music Run 2019: Malaysia’s first “sustainable mass event.” With influencers championing greener living, the campaign bridged online and offline worlds to make sustainability exciting and accessible.

CIMB’s idea of progress was hands-on, human, and inclusive. The film documenting these missions drew 8.87 million views and nearly 81,000 engagements, while The Music Run delivered over 43 million impressions and 5 million engagements. More than a message, CIMB created a movement, one that turned Hari Kebangsaan into a living expression of meaningful, inclusive progress.