HLB

After the pandemic, many brands rushed back to familiar festive clichés, while others leaned too heavily on sombre pandemic themes. HLB wanted to do neither. Instead, it chose to honour the true spirit of the season, staying grateful while looking ahead with hope.

Lebaran Penuh Kesyukuran anchored the values of Syukur (gratitude). The campaign acknowledged the struggles of the past two years, embraced the present, and looked forward to the future. Told with humour through the eyes of a child, the story celebrated the imperfect yet unforgettable moments that make every Eid special, reminding Malaysians that shared experiences are what we’re most thankful for.

The message carried across digital and offline touchpoints, connecting communities with HLB’s brand purpose of giving back.

The film struck a chord: reaching 5 million views (outperforming 2021’s edition at 3.9 million) and voted one of the Top 10 Raya films nationwide.