Case Film
Case Board
Grey Worldwide Sdn Bhd
Maybank
Festive Brand Campaign
For a brand whose purpose is ‘Humanising Financial Services’, Maybank has a rich history of championing the rights of People with Disabilities, dedicating resources and numerous initiatives towards amplifying their employability and promoting inclusivity within society.With Chinese New Year approaching, how could Maybank creatively use the largest and loudest festive occasion in the nation to reach out to more individuals, and cultivate empathy and support for the deaf community that are so often isolated amongst the celebrations?
Created in collaboration with a deaf director, we gave viewers a poignant insight into the world of the deaf community by immersing them in their experience of a typical CNY reunion dinner.Through authentic portrayal, we shed light on the unintended social isolation they face from friends and family alike. Highlighting our core insight through the actions of friends and family – that over 70% of human communication is non-verbal.The film rapidly gained traction, garnering over 13.5 million views – the highest ever for a Maybank festive film. Maybank staff created tutorials on simple greetings in BIM across social channels and to further help normalise signing, we leveraged digital out of home spaces across major cities in 7 states as well as over 1,500 retail screens to feature our film’s star signing personalised CNY greetings to Millions of passersby.Driving home the message that even the most simple of interactions has the power to transform their world.
Agency: GREY Singapore
Chief Executive Officer: Irene Wong
Chief Creative Officer: Graham Drew
Creative Director: Andrew Fong
Senior Copywriter: Megan Ong
Senior Art Director: Lim Poh Yeng
Senior Account Executive: Haziq Issouffie
AV producer: Suzy Chiang
Project Manager: Wan Naim, Qistina Yazid
Film Production: Mojo Films
Film Director: Barney Chua
Co-Director : Pan Wai Ling
Executive Producers: Keng Phoo
Producers: Athirah Sze Kay
Director of Photography: Aidil Razali
First Assistant Director: Boon Theng
Art Director: Chee Kong
Editor: Jefrey Adam
Post-Production: Meccanica EFX
Audio Production: Pitch Audio+Magic
