RHB Bank Breaks Barriers with Touching Real-Life Story for Hari Raya

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FCB Kuala Lumpur's 'Breaking Barriers' is inspired by the true story of public school teacher Amy Mistaka
RHB Bank Breaks Barriers with Touching Real-Life Story for Hari Raya
Created by FCB Kuala Lumpur, the latest edition to RHB Group’s ‘Challenger Series’ is inspired by the true story of Amy Mistaka, also known as Cikgu (Teacher) Orked, who went the extra mile to overcome the language barrier between her and a recluse student, Yip Kah Szhen.

Titled ‘Breaking Barriers,’ the advert is a first for a Malaysian bank to actively champion a public-school teacher. Not only that, but the film’s narrative deliberately steers away from the usual celebratory depictions of Hari Raya and instead builds on the tenets of open hearts and minds synonymous to that period.


Abdul Sani Abdul Murad, group chief marketing officer of the RHB Group said: “We found that Amy’s story showcasing her determination to break down the communication barrier with a reclusive student embodies what the RHB brand stands for. She could have taken the easy route and made it someone else’s problem but it was her challenger spirit made her do otherwise and that has created a lasting, positive impact. Not just on Kah Szhen’s life but to hers as well.”

Ong Shi Ping, FCB Group Malaysia’s co-owner and chief creative officer expressed hope that the film would serve as an inspiration to take storytelling beyond the expected narrative tropes.  He says: “Do a film…you’ll get some views. Inspire a change within hearts and minds…you’ll get something greater…real progress. Isn’t that what we should be striving for?”

The campaign launched on Teacher’s Day, the 16th of May 2019 and has since garnered 4 million views, 12,000 likes and an overwhelming positive response from viewers including Dr Maszlee Malik, Malaysia’s minister of education who shared it on his own Facebook page.
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Client

Advertiser: RHB Bank

Chief Marketing Officer: Abdul Sani Abdul Murad (Group)

Brand Manager: Elaine Yap (Senior Manager, Digital Brand Management)

Brand Communications: Tunku Hazli Bin Tunku Tolha (Global Head of Brand Communications), Mohd Anwar Bin Mohd. Amin (Assistant Manager, Group Brand Communications)

Production Company

Production Company: Carrot Films

Director: Tan Seng Kiat

Sound

Sound Company: GT records

Creative Agency

Creative Agency: FCB Kuala Lumpur

Chief Creative Officer: Shaun Tay, Ong Shi Ping

Copywriter: Izham Fazely, Megan Ong

Producer: Brandon Chai

Head of Account Management: Sharon Rodrigues

Creative Group Head: Tjer

Senior Art Director: James Voon

Co-Owner: Shaun Tay, Ong Shi Ping

Genres: People, Storytelling

Categories: Banking, Finance

FCB APAC, 1 year ago