KUALA LUMPUR, MALAYSIA – Titled ‘Sempurna’ (Perfect), RHB Bank’s latest Hari Raya film, which was conceived and created by FCB, tells the true story of Nuramira Binti Mohd Amin, a 21-year-old who, despite not suffering from hearing disability, creates and shares videos of herself performing sign language covers of songs, so that the deaf community can enjoy the meaning and emotions behind music.
Original version: https://www.youtube.com/watch?v=6yxAlyI_TuU
Whilst in keeping with RHB’s tradition of telling real challenger stories, ‘Sempurna’ was created as a musically driven spot, centering around Nuramira’s relationship with her best friend and the narrator of the film, Izzatul. While the duo’s shared love for music serves as the foundation of the story, it’s Izzatul’s sudden loss of hearing that ultimately inspired Nuramira to learn sign language from scratch, so that she could help her friend and even the deaf community enjoy the emotions behind a song through her sign language covers. The latter part of the film, which documents Nuramira’s journey in helping her best friend regain what had been lost, is narrated through a powerful, original song that was purposefully composed for this story.
Abdul Sani Abdul Murad, Chief Marketing Officer of RHB Group, said, “The most inspiring part about Nuramira’s story is how she chose to stand by her friend, even though it wasn’t her challenge to face. Her act of selflessness is not just an anthem of what RHB stands for, but also what the people believe in during these trying times – that only by standing together in the face of challenges can true progress be found. Hence, this film is more than just about her story; it’s a story for Malaysians this Hari Raya.”
Meanwhile, Jonathan Chan, FCB Malaysia’s Creative Group Head, added, “Music plays a crucial role in Nuramira and her friend’s relationship, so in order to do her story justice, we had to ensure that it has similar importance in our film. It took a collaborative effort from the brand, the agency and our amazing partners at Reservoir World and GT Records to evolve the film from the usual way RHB tells stories of progress to this bold musical piece that truly echoes the essence of Nuramira’s incredible tale.”
“The message of inclusivity and togetherness not only rang loudly throughout Nuramira’s story, but also in how we created the film itself. By taking extra steps to make sure that the film is accessible to even the hearing impaired, our film transcends beyond just a festive piece to a deafening demonstration of what RHB believes in – that progress is truly for everyone,” Ong Shi Ping, FCB Malaysia’s Co-Owner and Chief Creative Officer, concluded.
The campaign was launched on 3 May 2021 and is running across all RHB Bank’s social and digital channels in conjunction with the Hari Raya Aidilfitri festive celebration, which starts on 13 May 2021. To date is has received tremendous positive reviews along with over 4.1 million views and over 1,200 likes.
English subtitled version: https://www.facebook.com/FCBKLMY/videos/491371702312033
CAMPAIGN CREDITS
Title: Sempurna (Perfect)
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
Agency: FCB Malaysia
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Creative Director: Tjer
Creative Group Heads: James Voon, Jonathan Chan
Designer: Felicia Lee
Copywriters: Megan Ong, Izham Fazely
Account Director: Karima Kamal
Account Executives: Alexis Au-Yong, Tim Lee
Senior Producer: Michael Loh
Music, Sound Design & Composer: GT Records
Executive Producer: Ram Nabil Chia
Producer: Fiona Adiel
Sound Engineer: Christopher Grzybowski
Composer: J.T.C.
Vocalist: Jinx
Production house: Reservoir World
Film Director: Philip Rom
Scriptwriter & Lyrics: Muhammad Ashraff
Producer: Wai Leng / Kaviraj
Offline Editor: Willie Ong
Post House: deTOUCHE Post
Online Artist: Wong Yan Jiun
Colourist: Ng Kwok Yong
Cast: Aminatul Adilah Binti Amir Ihsan, Nur Alisa Binti Mahzan and Nuramira Binti Mohd Amin
