RHB Bank has launched its Raya campaign film titled "Hikmah", which reflects on the changes that millions of Malaysians are coming to terms with while ushering Ramadan and Raya this year. Created with only stock images and footages, RHB hopes to convey the message that behind the adversities lie silver linings that enable us to discover new hope and strength in one another.
The minute-and-a-half film was done in collaboration with ad agency FCB Malaysia, and narrates how Raya will be differently celebrated this year due to the MCO restrictions, but it is also filled with meaning and heartfelt blessings. It ends with the caption "progress is about seeing hope in adversity". The film was posted on RHB's YouTube channel, as well as FCB's Facebook page. It has garnered
Abdul Sani Abdul Murad, group chief marketing officer of RHB Group, said amidst its efforts to help people and businesses weather the current financial crisis, it did not have the usual time or resources available for a Raya campaign. "Given the circumstances, we could have opted out of a Raya campaign but that’s not in keeping with the RHB’s challenger brand ethos. Malaysians look forward to these films and providing inspiration in such difficult times is an important part of what we do as a brand," he added.
Ong Shi Ping, chief creative officer of FCB Malaysia, said: “Creating a story that’s compelling, on-brand and contextually relevant will always be a challenge. Compounded with not having our usual array storytelling options available to us, due to the MCO and re-allocation of budgets, the difficulty is magnified ten-fold! The end result is a proper end-to-end story using only stock imagery and footage, which is a great testament to how adversity can be overcome with the right attitude and a lot of perseverance."
Earlier this month, RHB created a video in line of Mother's Day, featuring various social media posts detailing the efforts mothers go through every day. The video showed husbands and children attempting to carry out daily household chores such as folding clothes, chopping onions, watering plans and ironing clothes (without the iron plugged in). RHB also created a campaign film for Chinese New Year in January. Titled "Heart Baker", the film featureed a 10-year-old named Leah Choy, also affectionately known as Chef Leah with a Big Heart, who has been baking and selling cupcakes since she was four. This is in an effort to raise funds for the treatment of her sister Adele, who suffers from cerebral palsy. The campaign was launched on 31 December 2019 across RHB’s social and digital channels. At the time of writing, it has 925k views, 7.2k reactions, 156 comments and 566 shares on Facebook, as well as 780k views on YouTube.
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