The AirAsia #DareToDream initiative was created in 2017 as a continuous commitment to being a dream-enabler as well as growing and empowering the local and regional sports scenes. In addition to this, it was also positioned to help support athletes from all levels with a single goal in mind – to put the nation and the region on the sporting map.
The initial roster of athletes that were housed under this campaign were primarily Malaysian athletes (e.g. Azizul Awang and Leong Mun Yee) as well as British national swimmer Ben Proud, who albeit from the UK - began his swimming journey in Malaysia. As the campaign developed, additional athletes were included in the content strategy.
The stories told by each athlete looked to encourage individuals to dream big, push limits and seize the day - a mantra that AirAsia founder Tony Fernandes used in building his airline.
KV for the initial campaign launch
The first social video that was shared on all digital platforms for the launch of the campaign.
A supercut version of the video above that was used for offline purposes (e.g. train screens)
During the sustenance phase of the campaign, we dove deeper into the athletes stories and looked to show similarities between their drive and the airlines overall mission.
