Some collaborations just makes sense - and this one brought together energy, pride, and a whole lot of Malaysian spirit. As part of the PETRONAS family, BAM athletes have always been close to home, and this opened the door for Café Mesra to spotlight our beloved sports icons: Aaron Chia and Wooi Yik.
This is the story behind the collaboration: how it took shape, the little curveballs that came our way, and how the team brought it all together into a campaign Malaysians loved.
The Opportunity to Inspire
As Café Mesra leans into an everyday-moment direction, collaborating with national athletes known for their discipline and easygoing personalities felt like the right moment to connect with Malaysians in a fresh way.
Aaron Chia’s world-class presence, paired with Wooi Yik’s steady, grounded energy, makes them a duo Malaysians truly relate to. Their shared values and approachable personalities fit perfectly with Café Mesra’s “fuel for your day” spirit - making them the ideal faces for this collaboration.
Crafting the Game Plan
The creative goal was simple:
Show a lighter, more personal side of Aaron and Wooi Sik - the version you don’t always get to see on court.
So we took the social activation and ran with it:
Developed the concepts and video formats
Managed the on-ground production
Real-time adaptations (including a major last-minute twist)
Amplified the content across Facebook, Instagram, and TikTok
The content featured two social videos supported by an Instagram-only giveaway, all crafted to feel approachable, energetic, and true to their personalities.
When the Unexpected Happens
And yes, there was a plot twist.
Thirty minutes before the shoot, we learned that Wooi Yik couldn’t attend, forcing a sudden pivot from a two-talent concept to a solo focus.
In that tiny pocket of time, we:
Reframed the storyline
Built two new concepts on the fly
Shifted the production plan
Got the shoot back on track
What could’ve been a major setback became a moment for creativity - and the final content turned out even stronger than the original plan.
The Ripple Effect
Buzz rolled in across platforms, and the Instagram giveaway drew an impressive response, marking a meaningful milestone as Café Mesra’s first-ever giveaway. More importantly, the content connected the brand with its community through someone they truly look up to.
Strong engagement across Facebook, Instagram, and TikTok
Increased visibility for Café Mesra’s lifestyle positioning
Strengthened emotional connection with Malaysian audiences
The collaboration didn’t just bring Aaron into the Café Mesra universe - it brought fans along, too.
What We Learned
This project reminded us of the Mad Hat formula:
Agility, creativity, and solid teamwork make all the difference - especially when curveballs hit minutes before a shoot.
Beyond performance metrics, the collaboration strengthened the partnership between Café Mesra and Mad Hat Asia, opening doors for more athlete-led content and new possibilities across the PETRONAS ecosystem.
Sometimes, the best stories come from the unexpected.
And this campaign? Definitely one of them.
Got a story to tell or a campaign to smash out of the park?
We’re all ears - say hello at hatters@madhat.asia