Kuala Lumpur – 22 Jan 2019 – Created by FCB Kuala Lumpur, the latest edition to RHB Group’s Challenger Series celebrated the determined spirit of world-renowned professional gamer, Chai Yee Fung aka Mushi.
Titled ‘Belief’, this was a Malaysian first...where a bank actively championed a professional gamer. The campaign was inspired by Mushi,’s true story, who at a young age made the bold decision to pursue gaming as opposed to the more traditional career paths. Training relentlessly and with the constant support of his parents, Mushi became one of the world’s most celebrated pro gamers, and he played an integral role in putting Malaysia on the map with the gaming community, as the country embarks on its quest to be a hub for eSports.
Ong Shi Ping, FCB Kuala Lumpur’s Chief Creative Officer expressed excitement over the opportunity to create daring storylines with such unlikely partnerships. “Who would have thought that a bank would be so supportive about the life story of a gamer? ‘Belief’ shatters traditional conventions of banks playing on safe corporate-like narratives to pander to the usual festive sentiments. We’re extremely honoured to work on a brand that is brave enough to support ordinary Malaysians who have made their goals a reality, no matter how unconventional their dreams may be.”
When asked to comment, 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. Mushi embodies the RHB spirit…his courage to challenge society’s conventions and his parents’ belief in their son’s own nascent ability has made Mushi’s dream a reality. This story embodies what we at RHB believe in… it is what ‘Together We Progress’ means.”
Mushi himself was surprised, stating “I never thought a bank like RHB would show interest in my story. I would like to continue elevating Malaysia’s name in professional gaming globally.”
The campaign was just launched on 19 th January 2019 across RHB’s social media channels and has already racked up close to 1,000 shares.
Project Name: Belief Creative
Agency: FCB Kuala Lumpur
Client: RHB Bank
RHB Marketing Team: Abdul Sani Abdul Murad, Tunku Hazli Bin Tunku Tolha, Mohd Anwar Bin Mohd. Amin, Elaine Yap
Co-owner & Chief Creative Officer: Ong Shi Ping
Art Directors: James Voon, Hazwan Selamat
Copywriters: Tjer, Mandy Chock, Felice Puah Senior Producer: Brandon Chai
General Manager: Natasha Aziz Senior
Account Executive: Zulhilmi Rashid
Production House: Chili Pepper Films
Film Director: Cruba Bannon