KUALA LUMPUR, MALAYSIA — Faced with the challenge of creating a film to commemorate the upcoming Eid-al-Fitr celebration amidst the quarantine restrictions of Malaysia’s Movement Control Order and a massive reduction in the production budget, FCB’s latest effort for RHB Bank once again demonstrates the power of creativity in a time of unprecedented adversity.
Entitled Hikmah, the film reflects on the unprecedented changes that millions of Malaysians are coming to terms with while ushering Ramadan and Raya this year, and how behind the adversities lie silver linings that enable us to discover new hope and strength in one another — a timely reminder for the nation as it continues to get back on its feet during this festive season.
Abdul Sani Abdul Murad, group chief marketing officer of RHB Group said, “With RHB heavily focused on helping people and business weather the current financial crises, its commitment to supporting frontliners and prioritization of key stimulus activities such as the SME Special Relief Facility, we had neither the usual time nor resources available to us. Given the circumstances, we could have opted out of a Raya campaign but that’s not in keeping with the RHB’s challenger brand ethos. Malaysians look forward to these films and providing inspiration in such difficult times is an important part of what we do as a brand. This piece is one we are really proud of because we didn’t give up… and that’s fundamental in the pursuit of progress.”
FCB Malaysia Chief Creative Officer Ong Shi Ping also said, “Creating a story that’s compelling, on-brand and contextually relevant will always be a challenge. Compounded with not having our usual array storytelling options available to us, due to the MCO and re-allocation of budgets, the difficulty is magnified ten-fold! The end result… a proper end to end story using only stock imagery and footage is a great testament to how adversity can be overcome with the right attitude and a lot of perseverance!”
Campaign Credits
TITLE: HIKMAH
CLIENT: RHB BANK
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Manager, Group Brand Communications: Anwar Amin
Senior Manager, Digital Brand Management: Elaine Yap
AGENCY: FCB MALAYSIA
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Head of Account Management: Sharon Rodrigues
Creative Director: Tjer
Creative Group Heads: James Voon & Jonathan Chan
Copywriter: Izham Fazely
Account Executive: Alexis Au-Yong
Senior Producer: Wira Chon
PRODUCTION HOUSE: RESTLESS PRODUCTIONS
Executive Producer & Owner: Terrance Chua
Film Director: Ce Ding Tan
MUSIC & SOUND DESIGN: GT RECORDS
Managing Director: Ram Nabil Chia
Producer: Munirah Razali
Engineer: Shaktyvel Neelamekan
Assistant Engineer: Eddy Loo
