RHB Bank has launched its latest Chinese New Year ad based on the life and work of Lex Low, a hairstylist with a humanitarian heart. The film, created with FCB SHOUT aims to get the public to give people a second chance.
Titled "A clean start", the film focuses on Low who has dedicated his life to giving free haircuts to the homeless and to imparting his hairdressing skills to ex-convicts and ex-addicts so they can start over and have the chance to build a new career and life for themselves.
“We were very conscious about not turning this film into a documentary of Low’s life, but more of a homage to the tremendous, positive impact that his endeavors have made on the people who needed help the most,” said FBC SHOUT’s head of creative, Letjer Wang.
“To achieve that, we had to craft a story that features not only Low, but also a character who serves as a singular, symbolic representation of all the people whose lives have been touched and changed by Low in a multitude of ways before," Wang said.
Wang shared that the team also took a risk by telling the story in a non-linear format to make it resonate better with the audience emotionally. "Thanks to our amazing production partners at D Moving Pictures and GT Records, the risk truly paid off,” Wang added.
The film was released on 1 January this year on RHB Bank’s social and digital channels.
Abdul Sani Abdul Murad, the chief marketing officer of RHB Group added that as a bank that believes in making progress happen for everyone, RHB, just like Low, believe that the cost of a second chance is free, and it’s something that everyone deserves.
"When we open our hearts and show a little kindness by going the extra mile for the people around us, we can help steer them in the right direction once more and help them progress in their own life journey. This New Year, we hope that this film will inspire Malaysians to step up and help one another find their clean start,” he added.
RHB Bank shows how it goes the extra mile in latest short film
RHB Banking Group defends title at Marketing Excellence Awards Malaysia 2022
RHB Bank tells Deepavali story of Seremban hero with a charitable spirit
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window