A Spark For Change

Agency

FCB SHOUT

Client

RHB BANK

Product/Service

A Spark For Change

Brief

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

Solution

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