Carlsberg Smooth Draught continues to celebrate the rich heritage and pride of Sabah and Sarawak with its ‘Raikan Kebanggaan Sabah & Sarawak’ campaign, which highlights the diverse cultural identity and local spirit of these two states. Staying true to its “By Locals, For Locals” ethos, this year the campaign is teaming up with three local heroes: Pandelela Rinong, an Olympic diver from Sarawak, Isaac Voo, Sabah’s first K-Pop sensation, and Francisca Luhong, Miss Universe Malaysia 2020, who is now a model and TV host. Each of these individuals is a proud ambassador of their heritage and a representation of the unique spirit of their communities.
Honoring Borneo’s Local Heroes
The Raikan Kebanggaan Sabah & Sarawak campaign seeks to honor these three inspiring figures who have achieved remarkable success on both national and international stages. Through their personal journeys, Pandelela, Isaac, and Francisca exemplify the creativity, resilience, and pride of Sabah and Sarawak. By partnering with these local icons, Carlsberg Smooth Draught aims to inspire and encourage the people of Borneo to embrace their heritage and celebrate their cultural identity.
Pandelela Rinong, the first female Olympic medallist from Malaysia, reflects on how her Sarawakian roots play a vital role in her success as a diver. She draws strength from the peace and calm of Sarawak, especially from the waters that have inspired her journey. She hopes that her achievements will inspire others to cherish their heritage and strive for greatness.
Isaac Voo, Malaysia’s first K-Pop idol, also finds inspiration from his Sabahan roots. He shares his appreciation for the Sabahan love for music and dance, which has been key to his success. Isaac hopes that his story will inspire young Sabahan artists to pursue their dreams, just as his community inspired him.
Francisca Luhong, from the Orang Ulu community in Sarawak, emphasizes how deeply her heritage has influenced her journey. For Francisca, the celebration of culture and community has been pivotal in her life, from her success in Miss Universe to her career as a model and TV host. She takes great pride in knowing that her achievements bring pride to her community.
Immersive Experiences with AR Innovation
In addition to celebrating local heroes, the campaign introduces Instagram AR filters—one for Sabah and one for Sarawak. These filters provide an interactive and immersive experience by showcasing Bornean symbols such as the Hornbill, Orangutan, traditional Longhouse, Sape, the rare Rafflesia, and the iconic Mount Kinabalu. Consumers can access this AR experience by scanning Carlsberg Smooth Draught cans using the filters or visiting participating bars in Sabah and Sarawak throughout October.
For more details and to hear the full stories of Pandelela, Isaac, and Francisca, visit @CarlsbergMY on Instagram and explore the immersive AR filters for an enhanced experience.
This campaign is a tribute to the cultural richness and proud heritage of Borneo, serving as a reminder to all Sabahan and Sarawakians to embrace their unique identity while celebrating local achievements.