Hip Hop Annual Report

Agency

GEOMETRY GLOBAL SDN BHD

Client

CIMB

Product/Service

Financial Services

Brief

CIMB’s 2024 Kita Bagi Jadi campaign gained nationwide awareness but didn’t move the needle in brand affinity, with many still feeling we hadn’t done enough for the community.In reality, CIMB has done a lot for the community, but the proof is buried in the annual report. If only we could make it visible to Malaysians.

Solution

To showcase CIMB’s impact on community, we put the cold facts and figures into something Malaysians would want to see:A music video where we not only feature rapper Aman RA and his anthem for the working class ‘Bangun’ — but also turned our brand partner, Olympic silver medalist Dato’ Azizul Awang into a hip-hop superstar.

Credit

Chief Creative Officer: Didi Pirinyuang

Executive Creative Director: Suryadipura Salleh, Phoecus Lee,

Associate Creative Director: Lim Kui Onn

Creative Group Head: Afiq Deen

Senior Art Director: Phoecus Lee, Shazana Ibrahim, Lawrence Loh

Copywriter: Suryadipura Salleh, Ahza Azary, Aman RA

Account Management: Victoria Chu, Iskandar Putra, Shareena Gill, Asyfi Ruslan

Planner: Filipe Lampreia, Farhanim Abdul Manan

Production: Graph Studio

Film Director: Jawagar Samidurai

Producer: Kenneth Lim

Audio House: Pitch Audio + Magic