A Chinese New Year Campaign for RHB Bank created by FCB Kuala Lumpur the upcoming Chinese New Year festive celebration stars Malaysia’s national diver and 2017 FINA World Champion, Cheong Jun Hoong and calls on Malaysians to Persevere as she does in her training.
Throughout the 1-minute film, Cheong’s remains determined 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,” said Abdul Sani Abdul Murad, RHB Group’s Chief Marketing Officer. ” ‘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.”
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.
“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,” Ong Shi-Ping, Chief Creative Officer of FCB Kuala Lumpur adds. “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.”
Project Name: PERSEVERANCE
Creative Agency: FCB Kuala Lumpur
Client: RHB Bank
Client(s): Abdul Sani Abdul Murad, Tunku Hazli Bin Tunku Tolha, Mohd Anwar Bin Mohd. Amin
Chief Creative Officer: Ong Shi Ping
Head of Creative: Ferohaizal Abd Karim
Associate Creative Director/Creative Group Head: Ravi Costa/Zahriel Yazid
Copywriter(s): Mandy Chock/Felice Puah/Shaun Tay
Producer: Brandon Chai
Head of Account Management: Natasha Aziz
Senior Account Director: Syahriza Badron
Production House: Pixelpost
Film Director: Deryl Emuang