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FCB KL guns for ‘real progress’ with new Hari Raya themed film for RHB bank


The latest film from RHB Group’s ongoing Challenger campaign is themed around the Hari Raya festival. Created by FCB Kuala Lumpur, ‘Breaking Barriers’ profiles Amy Mistaka, a public school teacher who brought a reclusive student Yip Kah Szhen out of his shell.

Breaking Barriers

Here's a version of our latest RHB Raya film with English subtitles for our non-native friends to enjoy! #FCBKL #1MalaysianAgency

Posted by FCB KL on Wednesday, 22 May 2019

RHB group chief marketing officer Abdul Sani Abdul Murad said: “We found that Amy’s story showcasing her determination to break down the communication barrier embodies what the RHB brand stands for.

“She could have taken the easy route and made it someone else’s problem but it was her challenger spirit that made her do otherwise and that has created a lasting, positive impact. Not just on Kah Szhen’s life but to her life as well.”

FCB Group Malaysia’s co-owner and chief creative officer Shi Ping added: “Do a film and you’ll get some views. Inspire a change within hearts and minds and you’ll get something greater: real progress. Isn’t that what we should be striving for?”

Launched on Teacher’s Day, the film garnered over four million views and a positive response including a social media share from Malaysia’s Minister of Education Dr Maszlee Malik.

Previous editions of the Challenger Series have chronicled the stories of a doctor providing free medical help for the underprivileged and one of the country’s most celebrated e-sports champions.

Credits:

Client: RHB Bank

Group chief marketing officer: Abdul Sani Abdul Murad

Head of group brand communications: Tunku Hazli Bin Tunku Tolha

Senior manager of digital brand management: Elaine Yap

Assistant manager of group brand communications: Mohd Anwar Bin Mohd. Amin

Agency: FCB Kuala Lumpur

Co-owner and CEO: Shaun Tay

Co-owner and chief creative officer: Ong Shi Ping

Head of account management: Sharon Rodrigues

Creative group head: Tjer

Senior art director: James Voon

Copywriters: Izham Fazely, Megan Ong

Producer: Brandon Chai

Production house: Carrot Films

Film director: Tan Seng Kiat

Audio production: GT records

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