OCBC redefines influence with community-led ‘Project Lift-fluencers’ series

OCBC Malaysia is challenging conventional ideas of influence with the launch of "Project Lift-fluencers", a six-part social series developed with Ensemble, a creative agency under Omnicom Media Malaysia, that shines a light on everyday Malaysians creating impact within their communities.

Anchored in OCBC’s #SamaSamaBangkit platform, which loosely translates to “let’s rise together”, the campaign shifts the focus from follower counts and personal fame to shared purpose, collective uplift and quiet acts of leadership. Rather than spotlighting celebrities or digital creators, "Project Lift-fluencers" profiles individuals whose influence is measured by how they empower others.

The documentary-style series features six short films, each under 90 seconds, and was created in collaboration with Human Edition, a storytelling project founded by Shi Han that documents human-centred narratives across Malaysia.

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For OCBC, the campaign aligns closely with its purpose-led positioning. Ann Lim, head of brand and communications at OCBC Malaysia, said the bank wanted to spotlight individuals whose actions reflect the belief that progress is collective, not individual. “For us at OCBC, enabling people and communities to realise their aspirations is what truly matters the most,” she explained. “Purpose isn’t just about realising your dreams alone; it’s about lifting others along the way.”

According to Eddy Nazarullah, creative director at Ensemble, the idea was to redefine what influence means in a Malaysian context. “Across Malaysia, there are everyday people who uplift their communities without recognition, without applause, and without asking for anything in return. They make others rise, even when they’re struggling to stand themselves,” he said. The series, he added, celebrates “real impact, not fame”, bringing stories of ambition, family, culture and shared resilience to life through honest, heartwarming storytelling.

The featured stories span communities and causes across the country. They include Nash, a former hotelier who returned to Lenggong to revitalise his hometown through heritage-based experiences, and Sarjit, founder of Stand Pie Me, a social enterprise that supports young adults with special needs through training and employment.

Other profiles include Driv, the founder of the KL Art Book Fair, which has grown into a platform for Malaysia’s independent art scene, and Jenn, Oliver and Andrew, the team behind LocalPasar, a startup working with Orang Asli communities to introduce regenerative farming practices through technology.

By grounding the campaign in lived experiences rather than polished endorsements, "Project Lift-fluencers" positions OCBC as a brand invested in long-term community building. It also reflects a broader shift in how influence is being redefined, from individual visibility to shared progress, and from momentary attention to meaningful impact.

In another docu-series release, Grab Malaysia shined the spotlight on the people who drive its ecosystem forward back in October last year. The ride-hailing and superapp giant has teamed up with KS Lagi to premiere "Rakan Grab jelajah ASEAN" ("Grab and friends tour ASEAN"), a three-part video series that follows driver- and delivery-partners as they journey across Indonesia, Thailand and Vietnam, showcasing the human stories behind the technology and service.

The series captures the lived experiences of everyday Grab partners, illustrating how their on-the-ground knowledge informs hyperlocal solutions that serve communities across Southeast Asia. In the first episode, KS Lagi host, Shahril Hamdan is joined by Malaysian Grab driver-partner Syukri Ghazali as they travel to Bali, Indonesia to check out the island's sceneries, food offerings, and tourist attractions.

Meanwhile, AirAsia marked the 58th ASEAN Day by spotlighting the region’s culture, diversity and unity through a new travel video series, "Unlock ASEAN in real life", starring Malaysia’s pop sensation Dolla. In conversation with A+M, the airline said Dolla was chosen because their energy, youth appeal and creativity reflect the spirit of exploration the campaign aims to embody.

“Their vibrant image helps the series resonate with younger audiences across the region,” said AirAsia. The group’s established fanbase, particularly among Gen Z, also ensures strong organic reach, with fans likely to engage and share content, amplifying the series’ presence across Southeast Asia.

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