Created by FCB Kuala Lumpur, ‘Perseverance’ is the agency’s latest campaign for RHB Bank to mark the upcoming Chinese New Year festive celebration.
The campaign centres around Malaysia’s national diver and 2017 FINA World Champion, Cheong Jun Hoong’s dedication in preparing for the upcoming 2018 Commonwealth Games that will be held in Australia this April.
Throughout the film, Cheong’s steely determination holds true as she trains relentlessly throughout the CNY period; all the while supported by her family, coaches and fans until she eventually finds success in a winning dive.
“Jun’s journey is one that we’re very familiar with at RHB, in a sense that prosperity stems from an unyielding belief and continued support from those that matter. ‘Together we progress’ is what we believe in and we hope to use this coming Chinese New Year as an opportunity to get all of Malaysia behind Jun in her quest for gold at the Commonwealth Games,” said Abdul Sani Abdul Murad, RHB Group’s Chief Marketing Officer.
Cheong is the first female lead in RHB’s ongoing narrative of challengers who buck the norm to find success. She joins rapper Altimet and national footballer Thanabalan who had appeared in previous RHB festive campaigns.
Ong Shi-Ping, Chief Creative Officer of FCB Kuala Lumpur adds “In a sport that requires endless hours of perseverance just for that split second of perfection, we think there’s a great story to share and Jun Hoong is the perfect person to tell it. The film is deliberately fast-paced and energetic, heightened by the beat of traditional Chinese drums, to cut through the many other ads appearing during CNY.”
Chief Creative Officer: Ong Shi Ping
Client Personnel: Abdul Sani Abdul Murad, Tunku Hazli Bin Tunku Tolha, Mohd Anwar Bin Mohd. Amin
Copywriter: Mandy Chock/Felice Puah/Shaun Tay
Creative Agency: FCB Kuala Lumpur
Head of Account Management: Natasha Aziz
Head of Creative Services: Ferohaizal Abd Karim
Producer: Brandon Chai
Senior Account Manager: Syahriza Badron
Associate Creative Director: Ravi Costa/Zahriel Yazid