citizens of the world, meet the citizens of Kuala Lumpur

citizenM was looking to launch in Kuala Lumpur, it’s 3rd hotel in Asia alongside Taipei and Shanghai. 
How can we introduce the burgeoning hotel brand in a new market at the crossroads of Asia? 



Kuala Lumpur is one of the most multicultural societies in the region. Within Malaysian society there is Malay, Chinese, Indian, Eurasia, along with the indigenous groups of the peninsula and north Borneo. This truly is a cultural melting pot. Diversity is key, as it is for a brand that names itself after mobile citizens of the world.


The launch campaign featured the local heroes that underpin the rich cultural mix of all of Kuala Lumpur’s special citizens. 15 locals from the diverse backgrounds that embody the city were cast. From the Roti man (the iconic bread delivery man) to the Chinese Opera singer.


We worked with Singaporian photographer Jayden Tan to style them in a colour clash of objects, utensils and outfits that best represent their work, hobby or passion.


The series appeared on the hotel itself, as well as digital outdoor media throughout the Malaysian capital. Welcome to the citizens of Kuala Lumpur.