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FCB Malaysia and RHB Bank Sparks Hope for Sustainable Progress

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The Chinese New Year campaign is based on a true story about 10 children who became an inspiration for an entire fishing village

FCB Malaysia and RHB Bank Sparks Hope for Sustainable Progress

‘A Spark for Change’, RHB Bank’s latest Chinese New Year film, which was conceived and created by FCB Malaysia, tells the true story of 10 children hailing from a small fishing village in Teluk Intan, Malaysia. When the fishing village faced a waste management crisis due to its inaccessibility and the irresponsibility of its residents in managing their litter, the group of 10-year-old kids took up the responsibility and cleaned up the entire fishing village, inspiring all the villagers to be more mindful of their waste and litter.  

As a preface to RHB’s new ESG (Environmental, Social, Governance) aspirations, ‘A Spark for Change’ humanises a crucial environmental issue and brings a pivotal lesson to life via a heartfelt story of a young boy and his father, who both have different views of what a small spark of action can do. 

Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said: “While the subject of this film is the environment, which is in line with the bank’s new ESG initiatives, the lesson in itself is universal. Progress is often sparked by those who are bold enough to take the first step to bring change to the world, inspiring others with their actions to do the same. That is how we can make the world a better place, and that is what ‘Together We Progress’ is all about. Hence, ‘A Spark for Change’ is more than just an environment story; it’s an origin story of progress.”

Meanwhile, James Voon, FCB Malaysia’s associate creative director, added: “Many nights were spent on figuring out how to shine the spotlight on such a critical environmental problem without losing sight of what made RHB’s festive films so popular over the years – the people. We had to strike a fine balance between education and emotion, and thanks to our production partners at PRS and GT Records, the story was perfectly and beautifully told.”

“Everything, both the good and bad, always starts the same way – with us. We can choose to act negatively, and the consequences that follow will be ours to bear. But if we can start something good and inspire others around us to do the same, that is when we know that we actually have it in us to change the world for the better. As we are in the midst of rebuilding our communities and lives together, I think this lesson is more relevant to us now than ever,” Ong Shi Ping, FCB Malaysia’s co-owner and chief creative officer, concluded.

The campaign was launched on 9th January 2022 and is running across all RHB Bank’s social and digital channels in conjunction with the Chinese New Year festive celebration, which starts on 1st February 2022. To date, the film has received tremendous positive reviews, along with over five million views and over 2,000 social engagements thus far.

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Client: RHB Bank

Group Chief Marketing Officer: Abdul Sani

Head, Group Brand Comms: Tunku Hazli Bin Tunku Tolha

Manager, Group Brand Comms: Anwar Amin


Agency: FCB Malaysia

Co-owner & Chief Executive Officer: Shaun Tay

Co-owner & Chief Creative Officer: Ong Shi Ping

Head of Creative: Tjer

Associate Creative Directors: James Voon, Jonathan Chan

Copywriter: Felice Puah

Associate Account Director: Karima Kamal

Account Executive: Gabrielle Khoo

Senior Producer: Amin Taib


Music, Sound Design & Composer: GT Records

Executive Producer: Ram Nabil Chia

Producer: Munirah Razali

Sound Engineers: Shah Haron


Production House: PRS Productions

Film Director: Telly Koay

Producer: Fahzwan Fah


Post House: Asia Pacific Videolab

Offline Editor: Jeff Ho

Online Artist: KC Chong

Colorist: Nash

Genres: People, Storytelling

Categories: Banking, Finance

FCB Kuala Lumpur, Mon, 17 Jan 2022 08:59:39 GMT