Hong Leong Bank encourages consumers to live life uninterrupted with 'Life365' spot

Hong Leong Bank (HLB) and NagaDDB Tribal have launched a brand film to commemorate the concept of "Life365" on Digital Day. The film showcases the life of a family that is unfazed by the challenges and difficulties life sends their way.

Additionally, HLB's tools and services are well integrated in their lives, allowing them to bank anywhere at any time. As such, they are able to live life uninterrupted. Meanwhile, Naga DDB Tribal also partnered with Malaysian agency MotioFixo to launch the HLB Digital Day AR Challenge, which will see a total of seven Facebook AR filters released until 31 July.


According to HLB's chief marketing and communications officer Zalman Zainal, the spot tells a story of how more people are seeking a better life balance, where they can live more, do more and experience more non-stop.

"Through technology, you can now access your accounts faster, enjoy seamless transactions that are simpler to do and easily performed from anywhere, anytime without interrupting you from doing the things you like – a Life365," he said.

HLB launched Digital Day 2018 last week to showcase the suite of digital tools and services that give its customers more control on their finances, offering a seamless experience when it comes to banking transactions. It also assigned half of its capital expenditure (capex), amounting to RM115 million, for the financial year ending 30 June 2019 for its digital initiatives. According to CEO and MD Domenic Fuda said the “huge allocation” was in line with strong customer adoption of its digital platform.

Campaign credits:

Deputy ECD: Nik Radzi
Creative director: Ravi Anthony
Associate creative director: Benedict Tan
Copywriters: Prasanna Nara
Art director: Jiin Jiek Wong, YK Tan
Business unit head: Carole Foo
Senior brand manager: Manpreet Rai
Senior brand executive: Emily Lim
Project management: Lilian Lee
Head of AV production: Sharon De Silva
AV producer: Chris Lau
Film director: Kang
Director of Photography: Loh Yik Sing
Producer: Jason Yee
Audio production: Thomas Lee, Eugene Wong (White Noise Studio)