‘Acceptance’: How RHB's Chinese New Year Spot Celebrated Neurodiversity
Chinese New Year is an exciting time for people across the globe, and advertisers have long been cashing in on the excitement with rousing, creative campaigns.
And, amidst all the festive fervour, FCB SHOUT Malaysia’s unique approach to the campaign season stands out.
Titled "Acceptance", autistic rights activist and filmmaker Beatrice Leong’s life takes centre stage in a spot for RHB Bank. The work explores neurodiversity and empowerment through the lens of Beatrice’s journey, with Beatrice herself helming the production.
Speaking to LBB, Wang Ie Tjer, head of creative at FCB SHOUT, breaks down the decision to base their Chinese New Year spot on Beatrice’s experiences.
Tjer discusses the collaborative process with Beatrice, how her personal narrative was integrated into the film, and the importance of raising awareness about neurodiversity.
LBB> What inspired the decision to base the Chinese New Year film on Beatrice Leong's life experiences as an autistic rights activist and filmmaker?
Tjer> We were actually really inspired by RHB’s ongoing Diversity, Equity, and Inclusion initiatives, such as RHB #Empower, which helps spread greater awareness about neurodiversity while empowering neurodivergent talents to find their place in the workforce and society. So, when we came across Beatrice’s incredible story, we immediately knew it was the perfect one for the brand to tell.
LBB> Can you share more about the process of collaborating with Beatrice Leong and integrating her personal narrative into the film?
Tjer> When we sold Beatrice’s story to RHB, we told the clients that this film would only work for Beatrice to direct and narrate it herself. There was no other way around it. It’s such a personal and intimate story of her life that it wouldn’t be the heartfelt spot that it is today if it was told by somebody else. For that, we are so grateful that Beatrice agreed to go along on this crazy ride with us, and the personal touches that she added to the script absolutely elevated the film.
Beatrice actually has over a decade of experience in production and filmmaking, so collaborating with her was just like working with a peer from the industry. It was great!
LBB> The film was shot entirely from a first-person POV to help viewers see the world through Beatrice's eyes. How did this creative choice enhance the storytelling and audience engagement?
Tjer> It’s more than just allowing viewers to see the world through Beatrice’s eyes; but also lets them understand the struggles an autistic person goes through when it comes to the things that we may have taken for granted. Another important point to note is that the first-person POV was chosen not just merely as a filming technique but because we wanted to tell a story about a girl who spent most of her life hiding her true self from the world. We kept her face and identity hidden throughout the story until the end. This technique allowed us to achieve that.
LBB> Beatrice Leong mentioned the involvement of autistic individuals like Luth, Firas, and William in the film. How did their contributions shape the film's storytelling process and overall message?
Tjer> I think the involvement from these individuals truly made the film feel more genuine and personal, and it further reinforced our belief that neurodivergent people do have an important place in the world of arts and media. More often than not, stories about autism are told on behalf of the community but rarely represented by them. The involvement of these talents has been inspirational and extremely meaningful because they represent the community and tell their own stories.
LBB> Could you elaborate on the significance of representing neurodiversity in media spaces and policy-making, as highlighted by Beatrice's NGO, Autism Inclusiveness Direct Action Group?
Tjer> I think what the Autism Inclusiveness Direct Action Group has been doing is fantastic, life-changing even. Championing the rights of meaningful autistic representation in society, policy-making, and even media spaces is a huge step in the rights-based direction for the community. Just a generation or two ago, autism was still treated almost like a taboo subject because so little was known about it. But look at where we are today; I think the work from organisations like AIDA can only grow bigger and better as the support and understanding from the public grows more and more positive.
LBB> How has the reception been to 'Acceptance' on RHB Bank's social and digital channels, and what kind of feedback have you received from the audience so far?
Tjer> It truly has been blowing us away. The neurodivergent community is abuzz with excitement because their story has been told on such a huge platform and told during one of the biggest festive occasions in the country. It was admittedly an unorthodox move for a brand like RHB, but it’s paying off big time because even the neurotypical audience has been singing praises about the film.
LBB> In what ways do you hope the film will raise awareness about neurodiversity and encourage greater acceptance and celebration of differences within society?
Tjer> Realistically, the film itself won’t be changing lives. But, being an entertainment piece means it can serve as a catalyst that sparks more conversations and even actions for the neurodivergent community. This film wasn’t just made for neurodivergents; it was created for EVERYONE so that there would be greater acceptance and even celebration of our differences.
