RHB Bank has launched its latest ad campaign titled "Perseverance" to mark the upcoming Chinese New Year (CNY) festive celebration. Created by FCB Kuala Lumpur, the campaign centres around Malaysia’s national diver and 2017 FINA World Champion, Cheong Jun Hoong’s dedication in preparing for the upcoming 2018 Commonwealth Games that will be held in Australia this April.
Throughout the film, Cheong’s steely determination holds true as she trains relentlessly throughout the CNY period; all the while supported by her family, coaches and fans until she eventually finds success in a winning dive. Cheong is the first female lead in RHB’s ongoing narrative of challengers who buck the norm to find success. She joins rapper Altimet and national footballer Thanabalan who had appeared in previous RHB festive campaigns.
Abdul Sani Abdul Murad, RHB Group’s chief marketing officer, said “Cheong’s journey is one that we’re very familiar with at RHB, in a sense that prosperity stems from an unyielding belief and continued support from those that matter. 'Together we progress’ is what we believe in and we hope to use this coming CNY as an opportunity to get all of Malaysia behind Jun in her quest for gold at the Commonwealth Games.”
Ong Shi-Ping, chief creative officer of FCB Kuala Lumpur added, “In a sport that requires endless hours of perseverance just for that split second of perfection, we think there’s a great story to share and Cheong is the perfect person to tell it. The film is deliberately fast-paced and energetic, heightened by the beat of traditional Chinese drums, to cut through the many other ads appearing during CNY.”
Meanwhile, recently FCB Malaysia announced that it is changing ownership and transforming into a Malaysian-first agency. In an exclusive interview with A+M, CEO Tay said that despite the buyout, the agency remains “very much a part of the FCB Worldwide network” as an affiliate business partner. The new structure, he explained, gives the agency the ability to operate quickly and efficiently based on market conditions. However, being an affiliate of the FCB Worldwide brand, the agency will continue to have access to a pool of global clients, agency tools and resources.
Creative agency: FCB Kuala Lumpur
Client company: RHB Bank
Client(s): Abdul Sani Abdul Murad, Tunku Hazli Bin Tunku Tolha, Mohd Anwar Bin Mohd. Amin
Chief creative officer: Ong Shi Ping
Head of creative: Ferohaizal Abd Karim
Associate creative director/creative group head: Ravi Costa/Zahriel Yazid
Copywriter(s): Mandy Chock/Felice Puah/Shaun Tay
Producer: Brandon Chai
Head of account management: Natasha Aziz
Senior account director: Syahriza Badron
Production house: Pixelpost
Film director: Deryl Emuang