KUALA LUMPUR, Malaysia–To continue to find strength to recover from the Covid-19 pandemic and its aftermath, RHB Bank releases its national day film for Merdeka and Malaysia Day “For the Greater Good” created by FCB Kuala Lumpur.
The film depicts a series of events showing individual Malaysians making the choice to do good and going out of their way to extend kindness to one another, even when it’s easier to do otherwise. The film then culminates with an act of unity, people coming together for the greater good to help reopen the doors that were shut to mark a brand-new beginning.
Abdul Sani Abdul Murad, Chief Marketing Officer at RHB Group, said, “In our weakest moments, we can only endure so much alone. But when we stand united, we can persevere even the toughest of times. The pandemic has brought on uncertainty and the fear of having to face what’s ahead alone. But if we stand firm with the support of one another, we can overcome the challenges together – and that is what our brand promise ‘Together We Progress’ is all about.”
In the face of the nation’s greatest ever challenge since achieving independence 63 years ago, the film serves as a timely reminder that doing good has always been the fabric of Malaysian identity, and that it is only through the good actions together can the nation overcome the obstacle.
Meanwhile, Tjer, FCB’s Creative Director, added, “Staying true to the spirit of the brand, we knew we had to uplift the spirit of Malaysians instead of dwelling on the doom and gloom. The message is simple yet pertinent to these times, because it’s stemmed from our own personal experiences and insights during this pandemic. Also, although going into production during this ‘new normal’ was an uphill challenge for us, we were very fortunate to have the support of great partners who ensured that SOPs were adhered to at every step of the way without compromising on the quality of the film.”
“This is indeed a challenging period for all of us as Malaysians, both economically and socially. And often, we become too distracted and tied down by our own problems; but it’s important for us to realise that during our greatest time of need, by being there for our fellow countrymen and working towards achieving a common goal together, we can rebuild our lives and the nation faster than if we were to do it alone – that is the message we want to deliver through this film,” Ong Shi Ping, FCB’s Co- Owner and Chief Creative Officer, concluded.
The campaign launched on 12 August 2020 and runs across all RHB’s social and digital channels in conjunction with Merdeka Day on August 31, and Malaysia Day on September 16.
Client: RHB Bank Group
Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Manager, Group Brand Communications: Anwar Amin
Agency: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Creative Director: Tjer
Creative Group Heads: James Voon, Jonathan Chan
Copywriter: Izham Fazely
Head of Account Management: Sharon Rodrigues
Account Executive: Alexis Au-Yong, Tim Lee
Senior Producer: Wira Chon
Music, Sound Design & Composer: GT Records
Executive Producer: Ram Nabil Chia
Producer: Fiona Adiel
Sound Engineers: Shaktyvel Neelamekan & Eddy Loo
Production house: D Moving Pictures
Film Director: Dick Chua
Post house: Asia Pacific Videolab
Offline Editor: GK
Online Artist: Corey