Thursday, April 9

Celebrating cultural diversity through harvest festivals


EXPRESSING VIA BEADS: Artists produce artwork for Petronas 2012 Kaamatan and Gawai Campaign Press advertisements.

KUALA LUMPUR: Petronas through its ‘Planting Tomorrow’ campaign celebrates the cultural diversity of Malaysia, particularly the traditions of the indigenous people of Sabah and Sarawak, for the coming Gawai and Kaamatan harvest festivals.

The campaign comprises a series of advertisements to be published in Sabah and Sarawak newspapers as well as a music video broadcast on YouTube that encapsulates elements of the two festivals for all Malaysians.

Petronas commissioned a group of youths to produce two pieces of bead artwork – one each for Gawai and Kaamatan – the images to be used to print the advertisements.

The artwork themed ‘Nurture people and they will shape the future’, employ intricate traditional motifs and portray some of the key elements of Petronas’ operations in East Malaysia. They are produced via a technique used by indigenous people for generations.

Mia Palencia, a local talent from Sabah Petronas has in a joint effort produced a music video of the song ‘Kembali’, composed by Mia to educate the younger audience on the significance of the harvest festivals.

Kembali can be viewed on Petronas’ YouTube page

‘Planting Tomorrow’ carries the message that all ‘crops’ – agriculture, business ventures or human capital development – must be nurtured to their fullest potential to yield benefits that could be reaped for generations to come.

The Gawai and Kaamatan festivities reflect Malaysians’ pride in their roots, and how the wealth of traditions and heritage continue to enrich the lives and outlook of this multi-ethnic and multi-cultural nation as it moves into the future.

The ‘Planting Tomorrow’ campaign is also part of Petronas’ efforts to engage various Malaysian communities to promote greater tolerance and appreciation of the country’s unique and diverse cultural traditions, where all members of society – regardless of race, colour or creed – are bound by common values that strengthen their ties and unity.