FCB KL’s CNY campaign for RHB Bank celebrates professional gaming champ Mushi

FCB Kuala Lumpur has created a Chinese New Year themed commercial for Malaysia’s RHB Bank celebrating an unlikely icon: professional gamer Chai Yee Fung aka Mushi.

RHB Group Chinese New Year 2018: Belief

Inspired by true events, this story is about a boy who managed to make meaningful progress in his life, not only because he believed in himself, but also because his two biggest supporters believed in him. Happy Chinese New Year from all of us at RHB. #TogetherWeProgress

Posted by RHB Group on Saturday, 19 January 2019

The campaign is a part of RHB’s Challenger series which seeks to pay tribute to people who embody the bank’s ‘challenger’ spirit and mindset.

Titled ‘Belief’, the film chronicles Mushi’s atypical career choice which was actively supported by his conservative parents.

For long dismissed as geeks, nerds or a punchline in sitcoms, professional gamers have been gradually gaining more respectability. Mushi in particular is among the world’s leading players of multiplayer game DotA 2 (Defence of the Ancients 2), apparently earning over a million dollars in prize money.

Speaking about the campaign, FCB Kuala Lumpur’s chief creative officer Ong Shi Ping said: “Who would have thought that a bank would be so supportive about the life story of a gamer? ‘Belief’ shatters traditional conventions of banks playing on safe corporate-like narratives to pander to the usual festive sentiments.

“We’re extremely honoured to work on a brand that is brave enough to support ordinary Malaysians who have made their goals a reality, no matter how unconventional their dreams may be.”

RHB Group’s chief marketing officer Abdul Sani Abdul Murad said: “RHB is a champion for all and we wanted to show that progress can come in many forms.

“Mushi embodies the RHB spirit. His courage to challenge society’s conventions, and his parents’ belief in their son’s own nascent ability has made his dream a reality. This story embodies what we at RHB believe in. It is what ‘Together We Progress’ means.”

A surprised Mushi added: “I never thought a bank like RHB would show interest in my story. I would like to continue elevating Malaysia’s name in professional gaming globally.”


Creative Agency: FCB Kuala Lumpur

Client: RHB Bank

RHB Marketing Team: Abdul Sani Abdul Murad, Tunku Hazli Bin Tunku Tolha, Mohd Anwar Bin Mohd. Amin, Elaine Yap

Co-owner and chief creative officer: Ong Shi Ping

Art directors: James Voon, Hazwan Selamat

Copywriters: Tjer, Mandy Chock, Felice Puah

Senior producer: Brandon Chai

General manager: Natasha Aziz

Senior account executive: Zulhilmi Rashid

Production house: Chili Pepper Films

Film director: Cruba Bannon


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