Kuala Lumpur, Malaysia – To commemorate the celebration of Hari Raya, Malaysian bank RHB Bank has unveiled an inspiring film to prove that even the smallest things can be an instrument to create a bigger purpose. The ad was done in collaboration with ad agency FCB Shout.
The 4-minute film titled ‘Pengembaraan Sempurna’ (A Perfect Journey), features the real-life story of Ramli Aziz, a retired police officer who lost one of his legs due to vascular failure. Due to the current lack of bicycles in the market that are suitable for people with disabilities like himself, Aziz was inspired to create disabled-friendly bicycles using recyclable items.
Eventually, he meets his neighbour who is also a disabled boy that loves bicycles, Aziz similarly becomes a beacon of light and hope by roping in the young boy and working with him to create the said special form of bicycle.
Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said that as a bank that fulfills ESG commitments, the story is personally important to them because they believe that recycling and repurposing are the ways to create a sustainable future for everyone.
Meanwhile, Tjer, FCB SHOUT’s head of creative, added, “This story is as much about environmental sustainability as it is about humanity, and to be able to shine the spotlight on both with such a charming and relatable true story was not an easy feat.”
“While Hari Raya is a time where we look forward to new beginnings, perhaps Pak Cik Ramli’s story can inspire us to also look deeper into the things or people around us that have been left behind by the world, so that we can find a newer and even greater purpose for them to keep progressing,” Ong Shi Ping, FCB SHOUT’s Co-Owner and chief creative officer, added.
Recently, FCB Shout has also crafted a Raya campaign for Pepsi to encourage people to minimise screen time and spend more time with their families.