Kuala Lumpur, Malaysia – In commemoration of the upcoming Kebangsaan (Independence Day) and Hari Malaysia (Malaysia Day) celebrations, banking company RHB has launched a Merdeka celebration-themed campaign to showcase the message of unity and love for the country, despite different beliefs and cultures.
The campaign, conceptualised alongside FCB SHOUT, shows a charming story about a group of school children who found themselves at odds with one another after being tasked to work together to paint a mural for their school.
Further into ad, the students find themselves in a debacle of one-upmanship, verbal disagreements and even physical altercations. However, when a catastrophic force threatened to derail and destroy the entire project, what divided the students quickly became what united them in the end.
Speaking about the campaign launch, Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said, “This film is an incredible reflection of the Malaysian spirit and RHB’s brand belief of ‘Together We Progress’. Living in this multi-racial, multi-cultural and democratic country, it’s inevitable that we find ourselves disagreeing with one another time after time. But, at the end of the day, we all want what’s best for Malaysia because it is a home that we share.”
He added, “And like true siblings, we always put aside our differences, come together and stand up for one another whenever adversity strikes. That’s just who we are as Malaysians, and often, it’s this quality we possess that has helped us weather many storms since our independence 65 years ago.”
Meanwhile, Wang Ie Tjer, head of creative at FCB SHOUT, commented, “Malaysia, being such a diverse nation, has an inevitably complex social fabric. Hence, we are delighted to be able to capture the essence of what national celebrations mean to us with such a simple, meaningful and uplifting spot. Huge appreciation to our production partners at PRS Films and GT Records for helping us bring this beautiful story to life.”
Lastly, Ong Shi Ping, co-owner and chief creative officer at FCB SHOUT, said, “The past 2.5 years of challenging times have proven that Malaysians will always rise to the occasion together when it matters most, and we hope this film serves as a timely reminder for us to continue upholding our unique brand of unity.”
The ad was launched on 8 August 2022 and is currently playing across all RHB Bank’s social and digital channels.