Kuala Lumpur – Encouraging people to pursue progress on their own terms is the call for action in RHB Group’s new brand commercial. Created by FCB Kuala Lumpur, the film is the centrepiece of RHB’s new brand campaign and recently refreshed brand image.
While taking inspiration from RHB’s highly regarded series of festive commercials that portrays the brand’s challenger spirit manifested by various Malaysian icons that have found success by defying the norms of culture and perceptions, the new film ‘Progress is for Everyone’ turns the camera onto everyday people pursuing progress on their own terms; an interviewee out to shatter industry norms, an unlikely student with the tenacity to continue learning, a businessowner defying stereotypes, a couple that doesn’t let image define them to an entrepreneur taking the first step towards making his mark.
Commenting on the film, Abdul Sani Abdul Murad, Group Chief Marketing Officer of RHB Group said: “Today, the notion of success is no longer confined to the conventions of wealth. We see progress manifested in different forms be it achieving massive life goals to celebrating the smaller, precious and profound moments that make life worth living. As RHB undergoes our own transformation to evolve our capabilities across retail, digital, SME and Premier banking, it is important that we acknowledge this shift in thinking so that we have a better understanding of what really matters to our customers. I’ve always believed that brands are at their best when they possess a compelling narrative that brings them into the world of their audience, therefore the focal point of the story you’ll see is about people and their desires to achieve personal progress, which is the fundamental reason why we exist as a bank.”
“It’s been a while since RHB has done anything of this scale, so we’re truly honoured to be a part of the journey. The film has been a been a true labour of love that began with our first campaign and has pretty much taken a life of its own from there. What we’re most excited with is the opportunity to keep elevating the RHB brand story from here on out… stay tuned!” added Ong Shi Ping, Chief Creative Officer of the FCB Group Malaysia.
The video has already gained over 3 million views on YouTube and Facebook since its release on March 6.
TITLE: Progress is for Everyone
BRAND: RHB Bank
AGENCY: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Creative Group Head: Mandy Chock
Senior Art Director: James Voon
Designers: Hazwan Selamat, Chong Woey Shin
Copywriters: Felice Puah, Izham Fazely
Senior Producer: Brandon Chai
General Manager: Natasha Aziz
Senior Account Executive: Zulhilmi Rashid
PRODUCTION HOUSE: Carrot Films
Film Director: Virginia Kennedy
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Assistant Manager, Group Brand Communications: Mohd Anwar Bin Mohd. Amin
Senior Manager, Digital Brand Management: Elaine Yap
About FCB Group Malaysia:
FCB Group Malaysia is a ‘best of both worlds’ creative force: Proudly 100% Malaysian owner operated yet part the global FCB advertising network as an affiliate. In 2018, we became Malaysia’s #1 Agency Group by winning A+M’s Overall Agency of Year title, gold in both Creative and Content Marketing categories, silver for both Brand Consultancy and Mobile Marketing and bronze in Direct Marketing before ending the year with a silver as Campaign’s Malaysia Creative Agency of the Year. Our clients include Beiersdorf Malaysia and Singapore, RHB Bank, Motorola Asia-Pacific, Mondelez, Themed Attractions, Resorts & Hotels, ACER, Clorox Singapore and Malaysia, PropertyGuru, UEM Sunrise and Carlsberg Malaysia.