FCB SHOUT
RHB BANK
A Spark For Change
RHB’s festive campaigns have always been very well received in Malaysia and beyond, bagging the brand and agency waves of local, regional and international awards year after year. By using heartfelt narratives from ordinary Malaysians who have overcome their own personal challenges as inspirations behind its stories, RHB managed to consistently strike a chord with the audience throughout the nation’s biggest festive occasions.
In 2022, RHB began to embark on its new 5-year road map, which includes a timely ESG (Environmental, Social, Governance) aspiration and a brand purpose of ‘Making Progress Happen For Everyone’. Hence, the brief was to integrate an element of ESG into the Chinese New Year film while continuing to keep true progress stories of real Malaysians at the heart of the campaign.
While the subject of sustainability is broad and expansive, we discovered that one of the biggest environmental problems that has been plaguing the nation is littering and waste mana
As a preface to RHB’s new strategy, our Chinese New Year film would have to wake Malaysians up to start making progress happen for the world we all call home.
Our Strategy:
Bring attention to an environmental problem with the power of festive storytelling
But, we knew churning out another PSA-esque ad would just fall on deaf ears, and would do little to bring the RHB brand closer to Malaysians. So, we continued doing what we do best – spotlighting real stories about real Malaysian challengers; but this time, our story had to resonate with the subject in hand and contain a demonstration of RHB’s new brand purpose of ‘Making Progress Happen For Everyone’.
And in 10 primary schoolchildren, we found the solution.
After spending months scouring high and low for inspirational true stories, we came across one that fitted the bill perfectly. When a small fishing village in Teluk Intan faced a waste management crisis due to its inaccessibility and the irresponsibility o
Client: RHB Bank
Chief Marketing Officer: Abdul Sani bin Abdul Murad
Head, Group Brand Comms: Tunku Hazli Bin Tunku Tolha
Manager, Group Brand Comms: Anwar Amin
Agency: FCB Malaysia
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Head of Creative: Tjer
Associate Creative Directors: James Voon, Jonathan Chan
Copywriter: Felice Puah
Associate Account Director: Karima Kamal
Account Executive: Gabrielle Khoo
Senior Producer: Amin Taib
Music, Sound Design & Composer: GT Records
Executive Producer: Ram Nabil Chia
Producer: Munirah Razali
Sound Engineers: Shah Haron
Production House: PRS Productions Sdn. Bhd.
Film Director: Telly Koay
Executive Producer: Fahzwan Fah
Post House: Asia Pacific Videolab
Offline Editor: Jeff Ho
Online Artist: KC Chong
Colorist: Nash
