Scaling new heights

Ayam Brand has taken its theme for this year, We Care We are Family, to soaring new heights recently.
The family-favourite brand released four specially-designed latex balloons carrying some of its most popular products – the Ayam Brand sardines in tomato sauce, baked beans, canned tuna, and coconut milk – in Kahang, Johor.
Each helium-filled balloon was rigged to an aluminium structure, complete with a special Ayam Brand-developed casing.
The casing, which held a black box, GPS tracker, action camera, radar reflector and a parachute, ensured aerial views of the region could be captured on video as the balloon ascended even at the low pressures and sub-zero temperatures at high altitudes of up to 29,000m above sea level.
The objective of this event was to see which of the four Ayam Brand products reached 12,000m first and which one reached the highest altitude as well as provide stunning high-altitude footage of the region.
The four balloons were later recovered with the help of the World Wide Fund for Nature (WWF) Malaysia, Malaysian Meteorological Department, the Fire and Rescue Department, and the Ministry of Education.
The video of the combined captured images from the four balloons was screened at the launch of Ayam Brand's latest campaign – Racing-to-Space – at the GSC Premiere Class Cinema at the Gardens Mall in Kuala Lumpur last week.
Ayam Brand group managing director Herve Simon said this new campaign, which is part of the brand's 125th anniversary, covers seven countries – Malaysia, Singapore, Vietnam, Thailand, Australia, China, Japan, and France.
The video presents a visual record of the Earth to encourage greater eco-consciousness and brand vitality.
Simon added: "Even for those of us who work with Ayam Brand, we are amazed at the longevity of the brand, and that it continues to innovate and become greener, more caring and more connected with the community as it matures.
"Now we have taken the lead among retail brands in the Racing-to-Space as well."
A life-size replica of the balloon measuring 12m in diameter was presented at the cinema foyer, where Simon and his team gave a swift recap of the calculations that had to be factored in, such as wind and weather conditions.
The campaign was made even more meaningful through its collaboration with WWF, as data collected from the balloons were used to learn more about environmental sustainability and the air we breathe. It is hoped that this will serve as an initiative to curb illegal logging and slash-and-burn practices.
WWF Malaysia Sustainable Markets Programme lead Denise Westerhout, who was at the launch, explained: "The environment is an eco-system that we need to safeguard.

"The actions of individuals and corporates can have a huge impact on the legacy we leave for future generations, where Ayam Brand is contributing to the conversation through this educational and informative Racing-to-Space campaign."
To add to the excitement, consumers can participate in the Racing-to-Space contest from now till Dec 1.
There will be 1,000 Ayam Brand gift sets and five VR goggles up for grabs for lucky winners in Malaysia to enjoy the Racing-to-Space video in a 360° immersive experience.
For more, visit the Ayam Brand website and Facebook page.