RUBIX

ATMA KIRANA

Where Beautiful Souls Converge

INSIGHT

In every Malaysian’s heart lies a vivid memory – a nostalgic recollection of mornings spent reciting the Rukun Negara in unison. These moments weren’t mere routines; they embodied a shared experience that binds us together as a nation, and ATMA KIRANA serves as an ode to those beautiful memories, where our identity converges in a vibrant display of artistry.

Crafted by new media artist Abdul Shakir “Grasshopper”, ATMA KIRANA. is an art installation adorned with digital artworks of traditional motifs representing the diverse cultural influences of Malaysia. The artwork was brought to life in collaboration with National Art Gallery Malaysia.

CHALLENGE

The endless need to flourish. We advance into tomorrow, embracing our past as an integral part of our journey. 

Our mission was clear: to generate excitement surrounding ATMA KIRANA. while preserving the key messages that encapsulated Malaysia’s multi-faceted cultural legacy intact. Keeping in mind of the strategic direction, RUBIX orchestrated a targeted communication campaign, integrating elements of art, culture and national identity to captivate a diverse audience, all while prioritising relevance and impact.

STRATEGY

The strategy centered on storytelling, emphasising the fusion of tradition and technology, bridging the old and new, and strategically aligned with the celebrations of Merdeka and Malaysia Day. The narrative was meticulously crafted to engage audiences effectively, while a multi-faceted approach was deployed to ensure broad visibility across various audience segments throughout the country.

IMPACT

The ATMA KIRANA communication campaign achieve remarkable success, garnering extensive coverage in national newspapers, online platforms and broadcast channels, amplifying its reach. The substantial footfall at the National Art Gallery throughout the installation’s exhibition period affirmed its impact on the public’s awareness.

GALLERY