Tag: FCB SHOUT

Kuala Lumpur, Malaysia – Oral care brand Darlie Malaysia kick-start its year-long project, #SemangatTogether, with Semangat Hari Raya, a musically driven piece that displays the spirit of Malaysians in conjunction with the Hari Raya celebrations, shot entirely in East Malaysia

The Art of Semangat, the second part of the #SemangatTogether campaign, features two artists from East Malaysia, Artsy Daphy and Lukis Tulis on their journeys of uniting the people of Sarawak and Sabah respectively through the power of art. Filmed over the span of two weeks in East Malaysia, the campaign showcases the creation of two mural pieces that encapsulate the spirit of East Malaysians, one situated in Kuching and the other in Kota Kinabalu, that is only made possible by the coming together of the people.

Artsy Daphy’s mural depicts the people of Sarawak being on the same boat and riding the waves together through thick and thin, symbolising the spirit of unity and togetherness that is shared between Sarawakians. On the other hand, Lukis Tulis’ interpretation of #SemangatTogether paints a colourful picture of Sabahans moving forward hand in hand towards a shared vision of peace, camaraderie and hope. The mural by Artsy Daphy is located at Bishopgate Rd, Kuching, Sarawak while Lukis Tulis’ piece can be found in ITCC, Penampang, Sabah. 

Ian Chew, the general manager of Darlie Malaysia, said, “It has been a tremendous pleasure working with Artsy Daphy and Lukis Tulis to bring The Art of Semangat to life, and on this journey together with them we saw just how united Malaysians actually are and how much beauty we can bring into this world simply by coming together and working towards a common goal. It truly manifested everything that the Darlie brand stands for, connections.”

Beyond the content pieces, #SemangatTogether also gives the Darlie Malaysia’s customers a chance to be part of the campaign through bespoke premiums. During the course of The Art Of Semangat campaign, specially designed plates featuring visual elements from the murals will be given to purchasers of the Darlie Double Action Twin Pack, allowing Malaysians to take home a piece of the one-of-its-kind murals. 

Ong Shi Ping, the Co-Owner and Chief Creative Officer of FCB Shout, which has been Darlie Malaysia’s creative agency and partner since 2019 said, “We may not all be artists or have the talent for fine arts, but what The Art of Semangat has proven is that what we have as Malaysians is the will to overcome our collective challenges together and the generosity to share our efforts… even if it’s just a tiny stroke of the brush. If we can continue doing this for one another, I’m certain our future will be as beautiful and bright as the murals in the video.“

The Art of Semangat was launched on 13 May 2022 via Darlie Malaysia’s YouTube and Facebook channels. The film has so far garnered well over 500,000 views. 

Ong Shi Ping, the Co-Owner and Chief Creative Officer of FCB Shout, which has been Darlie Malaysia’s creative agency and partner since 2019.

Kuala Lumpur, Malaysia – RHB Bank, a Malaysian banking company, together with Malaysia-based advertising agency FCB SHOUT, has launched a new campaign titled ‘Sama, Bersama’ (All the Same). The campaign, which is for the celebration of Eid/Hari Raya, aims to shed light on the predicament of refugees in Malaysia. 

The film tells the tale of 27-year-old activist Arissa Jemaima Ikram Ismail, who, through the NGO she founded, provides free lessons to the thousands of illiterate refugees living in Malaysia. 

Throughout the film, Arissa’s relationship with a refugee developed from being strangers to good friends over a chance meeting and the many language lessons that followed, which eventually helped the refugee achieve her own dream despite being in a foreign land where nobody understood her.

IeTjer Wang, FCB Shout’s head of creative, said that they had many rounds of internal discussions to decide if they should pursue this story, given the sensitive nature of the subject. 

“Eventually, it was RHB Bank’s non-discriminating, the all-inclusive brand purpose of ‘making progress happen for everyone that gave us the confidence to confront this social topic and turn it into an insightful lesson about acceptance and understanding, instead of taking an easier route and sweeping it under the carpet. Big thanks to our amazing production partners at D’Moving Pictures and Grand Theft Records for turning the story into something far more beautiful than we imagined, Wang said.

‘Sama, Bersama’ is said to be a continuation of RHB‘s new ESG (Environmental, Social, and Governance) ambitions, and it sheds light on an ongoing social issue plagued by misinformation and stigma. 

Abdul Sani Abdul Murad, Chief Marketing Officer of RHB Group, shared the campaign is extremely timely given how refugee crises are happening around us every day – not only in other countries but also here at home. 

“If we can look beyond the differences in the language we speak, the way we look and even the places we call home, we will realise that we are actually more similar than we think, and we can celebrate that fact by making progress happen for one another without prejudice. That is not only the spirit of Hari Raya, but also of our brand’s belief of ‘Together We Progress’,” Murad added.

Ong Shi Ping, FCB Shout’s co-owner and chief creative officer, commented, “Progress is a universal language. It means the same to us as it is to someone living thousands of miles away in a foreign land. So, if we truly want to progress together, we need to remove the judgement and fear of what we do not understand from our vocabulary and start sharing what we have in common as people – understanding, empathy and kindness.”

The campaign was launched on 21 April 2022 and is running across all RHB Bank’s social and digital channels in conjunction with the Eid/Hari Raya festive celebration. 

Kuala Lumpur, Malaysia – Advertising agency FCB Malaysia has rebranded as FCB SHOUT, five years after Shaun Tay, co-owner & chief executive Officer, and Ong Shi-Ping, co-owner and chief creative officer acquired FCB’s operations in Malaysia and become 100 percent local owners and operators.

Following its transformation into Malaysia’s challenger agency, the company has developed in all areas, including its brand identity and clientele. This has led to the creation of The Shout Group, a creative holding company, and the renaming of its FCB-affiliated ad agency as FCB SHOUT.

Among FCB SHOUT’s clients are RHB Bank and Resorts World Genting, as well as global and regional names such as Domino’s and Darlie. The agency’s impressive client portfolio is an indication of its success since the buyout, which includes  homegrown brands such as RHB Bank and Resorts World Genting as well as global and regional names such as Domino’s and Darlie.

There has also been a significant increase in profits for the Group after the takeover of the agency. The Shout Group’s most lucrative year was 2021, despite the two-and-a-half years of Covid-19 pandemic lockdowns and economic turmoil.

Reflecting on their initial plans during the early days of the buyout, Tay said, Shi-Ping and him both decided that a measured approach that they focused on is creating the fundamental groundwork of a sustainable, reputable agency was more important than having their ‘names on the door’ from the get-go. 

‘So we adopted a best-of-both-worlds approach where we leveraged FCB’s equity in Malaysia at the same time injecting our No Plan B attitude and distinctive, feisty personality to reshape our business, client by client and talent by talent to achieve our goal of becoming a challenger agency,” Tay said.

Tay elaborated, “The group’s focus is on talent growth. Let’s just say that as a people-before-profit organisation. We’ve always believed in investing in talent. The sort of talent who is ambitious, looking to shake things up whilst also realising that sustained growth requires effort and personal dedication to incubate. The leadership team we’ve assembled is the embodiment of this belief. They have proven their mettle time and again and are invested in the agency – just as how we are invested in their growth… Because when they win, we win. Our people are the very core of who we are and will continue to be the driving force that enables our growth and expansion plans.” 

“As seasoned operators who own the business and aren’t in a rush to sell out, we have our industry’s greatest asset – we have time,” Tay adds.

Commenting on how the group’s vision has shaped the agency, Shi-Ping shared that they had put themselves in a very unfamiliar place when they took ownership of the agency. Even though they decided to keep the FCB name, they became very much a start-up company overnight, where everything had to be rebuilt from the ground up.

“While that may seem like a daunting and unfavourable situation to many, we actually saw it as an opportunity. With all the old legacy accounts exiting prior to the buyout, it gave us a chance to reset our reputation, enabling us to better connect with like-minded clients who had the same challenger mindset. In addition, we created the foundations of the agency by handpicking generational talents who share the same vision as us to take on leadership roles. Fast forward to today, the combination of the people that we have and the clients who believe in us has shaped the agency into what it is known as now – the #1 locally-owned creative shop in Malaysia.” Shi-Ping said. 

He added, “We have all the pieces in play – ability, ambition, and the accolades – to make The Shout Group and FCB SHOUT not just a common fixture in our market but soon, a louder presence on a larger stage.”