KUALA LUMPUR – FCB Kuala Lumpur’s latest creation for RHB Bank dramatises a universal social issue by taking the audience into a colour-coded world, where a clear divide exists between the rich and the poor, the urban and the rural, the employers and the employees, and so on.
The first half of this film depicts a cold and sullen society marred by fear, uncertainty and distrust. Tension builds as groups of people wearing clothes of different colours find themselves in conflict situations. The climax of this film arrives when one protagonist from each scenario takes the first progressive step by opening the door that had been keeping people apart.
This is when the colours of the clothes turn into white; the only element that had been separating the groups is now removed. With everyone wearing only one colour, the second half of the film naturally takes on a different tone. The world suddenly becomes warmer, friendlier and closer, as every person now belongs on the same side – the side of progress.
“The truth is, while a country as diverse as Malaysia is a wonderful place to call home, it’s important for us to not forget that diversity can also be a double-edged sword. There are still instances of our society segregating people by colour, age, social standing and gender, and there are those who still pass unfounded judgements on a fellow countryperson based on the way they look or act. When that happens, what we have is a nation that is divided instead of united.
At RHB, we believe that we have an enormous responsibility to behave in a way that affects positive change by promoting the voice of moderation and empathy, it affirms our brand’s values by taking a stand on issues that most to our audience.
Which is why, RHB’s Merdeka message to all Malaysians this year is this: our journey becomes easier when we can see past our differences to progress together. And we believe that this commercial captured and delivered that thought in a beautiful yet thought-provoking manner.” Said Abdul Sani Abdul Murad, Group Chief Marketing Officer, RHB Group.
Ong Shi-Ping, Co-owner & Chief Creative Officer added “Being in a diverse country like Malaysia, it is apt that our story encourages us to come together and celebrate our diversity as one nation. But it is not our diverse society that divides us, in fact, it’s our diversity that makes us Malaysian.
Hence, our story is set in a world that is divided by social classes, lines drawn by societal expectations, unfounded judgements made from first impressions and different sides created by conflicting opinions. In the film, we used colors to represent people standing on opposite sides. Tension begins to build from the isolation and segregation. But when the colors are stripped off, the same happens to the tension. People can then come together after their good intentions are revealed. It’s a simple, yet very compelling story on unity.”
The commercial was released on RHB’s social media channels on 13 August and has already racked up over 400,000 views and 500 shares. Watch it at:
YouTube:
Facebook: https://www.facebook.com/RHBGroup/videos/412829076022914/
CAMPAIGN CREDITS
See Beyond Colour
CLIENT: RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Senior Manager, Digital Brand Management: Elaine Yap
Assistant Manager, Group Brand Communications: Mohd Anwar Bin Mohd. Amin
AGENCY: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Head of Account Management: Sharon Rodrigues
Creative Group Head: Tjer
Senior Art Director: James Voon
Copywriters: Izham Fazely, Felice Puah
Senior Producer : Wira Chon
PRODUCTION HOUSE: KDCO
Film Director: Rewan Ishak
AUDIO PRODUCTION: GT Records
About FCB Malaysia:
FCB Malaysia is a ‘best of both worlds’ creative force: Proudly 100% Malaysian owner operated yet part the global FCB advertising network. We won A+M’s Overall Agency of Year and Campaign’s Malaysia Creative Agency of the Year (Silver) in 2018 and A+M’s Specalist Agency of the Year in 2019. Our clients include Beiersdorf, RHB, Motorola Asia-Pacific, Mondelez, Themed Attractions, Resorts & Hotels, The Clorox Company, UEM Sunrise, ICLIF, Sharp and Carlsberg Malaysia.
