How could a traditionally B2B brand in the maritime industry inspire the general Malaysian public during national day - in the middle of a global pandemic, economic crisis, and political uncertainty?

When seafarers face a storm and don't know what to expect, there's only one thing to do: band together and look forward.

Using lessons seafarers had learnt about overcoming a storm at sea to send a message that would inform Malaysians how we, too, could weather the storm closer to home. The print ad was written entirely in the language of seafarers: morse code.