Datin Siti Hendon Abdullah proved that age is no barrier to progress when she earned her Master’s degree in early childhood education last year at the age of 82. To honour her story, FCB Kuala Lumpur proved that time too wasn’t a barrier as they raced around the clock to bring her life’s story onto one of Kuala Lumpur’s most iconic billboards in time for a special reveal on Mother’s Day.
It all started with the bank’s #RHBprogress2019 contest on Instagram, calling on Malaysians to submit their personal stories of progress. Selected entries would then be profiled on the massive Bukit Bintang Posterscope billboard in the heart of Kuala Lumpur’s commercial district.
From the hundreds of entries since received, one truly stood out. The entry titled ‘Baba Hendon, A lifelong learner’ was submitted by Datin Siti’s grandson.
“Baba Hendon practices what she preaches to her grandchildren. There is no substitute for hard work. The day you stop learning is the day you stop living,” the entry read.
In a moment of inspiration, FCB & RHB realised that they had a unique opportunity to showcase Datin Siti’s amazing story…on Mother’s Day which was less than two weeks away.
The team moved quickly to create the work and a surprise reveal was planned for Datin Siti. Upon seeing her life story, Datin Siti was touched by the gesture and returned the favour by sharing some precious words of wisdom: “I never thought a bank like RHB would show interest in my story. We can’t avoid getting old, but we must live to the fullest.”
Abdul Sani Abdul Murad, the group chief marketing officer of the RHB Group said: “RHB is a champion for all and we wanted to show that progress can come in many forms. Datin Siti embodies the RHB spirit…her determination to challenge human conventions and continue seeking progression in life through learning embodies what we at RHB believe in… it is what ‘Together We Progress’ means.”
Commenting on the work, Ong Shi Ping, co-owner and chief creative officer of the FCB Group Malaysia, elaborated on the importance of brand behaviour: “Any brand can do an ad…but the great ones, the ones that truly move people have an undeniable sense of purpose. RHB’s purpose is clear. It’s about inspiring the challenger spirit in everyone no matter their background or circumstance.”