Carlsberg spotlights Sabah, Sarawak heroes in AR campaign

Carlsberg Smooth Draught continues its “Raikan Kebanggaan Sabah & Sarawak” campaign, staying true to its “By Locals, For Locals” motto by celebrating the cultural pride and resilience of Sabah and Sarawak.

This year, Carlsberg partners with three inspiring local heroes—Sarawak’s Olympic diver Pandelela Rinong, Sabah’s K-Pop sensation Isaac Voo, and Francisca Luhong, Miss Universe Malaysia 2020, now a model and TV host. Each of these personalities embodies the heritage and achievements of Borneo, showcasing the pride and identity of their homelands.

With artist-edition cans and immersive experiences, the campaign urges locals to embrace their roots and celebrate the achievements of figures who have put Sabah and Sarawak on the global stage. The collaboration highlights the extraordinary spirit of Borneo and its people, encouraging Malaysians to celebrate their identity.

A Tribute to Local Icons

Carlsberg’s campaign features personalities who have reached remarkable milestones. Sarawakian Pandelela Rinong, Malaysia’s first female Olympic medallist, shared how her heritage fuels her passion. “When I think of Sarawak, the word peace comes to mind—it’s similar to the feeling of being near the waters. Growing up, I was inspired by people from all walks of life who encouraged me to turn my love for diving into something greater. Through my achievements, I hope to inspire others to celebrate our unique heritage,” she expressed.

Isaac Voo, Malaysia’s first K-Pop idol from Sabah, credits his cultural roots in music and dance for his success. “As a Sabahan, I’ve always appreciated the love we share for music and dance, which has played a huge role in my career. I hope to inspire others just as my community has inspired me,” he said.

“Sometimes you don’t realize how much heritage impacts your life.” Francisca Luhong, an Orang Ulu of Sarawak, shared how her heritage is a source of strength. “So, whenever my community celebrates my wins together with me, I feel an immense sense of pride for making my community proud.”

Bringing Culture to Life with Augmented Reality

The campaign also brings innovation through AR experiences, enhancing consumer engagement with two Instagram filters specific to Sabah and Sarawak. Scanning any Carlsberg Smooth Draught can with these filters unlocks iconic Bornean symbols like the Hornbill, Orangutan, traditional Longhouse, and Mount Kinabalu.

Consumers can also experience these interactive features in select bars across Sabah and Sarawak until the end of October, providing a festive setting for patrons to enjoy Borneo’s heritage.

To learn more, visit carlsbergsabahsarawak.com or follow @CarlsbergMY on social media for updates and giveaways.

Carlsberg reminds consumers to celebrate responsibly—#CELEBRATERESPONSIBLY.