FCB and RHB have collaborated on a new film to celebrate the Malaysia’s Merdeka Day. Titled,“RHB Syukur Merdeka” is styled as a music video and blends together local rap sensation Altimet’s hit song ‘”Syukur” (Grateful) with scenes of the nation over the years.
It’s upbeat and catchy delivery was deliberately designed to appeal and foster appreciation in Merdeka amongst Millennial Malaysians,” said a release.
“Brands need to work at remaining relevant to their audiences, especially the younger set. To do so we must go beyond mere messaging and take on a behavior that connects with them at an emotional level” said Abdul Sani Abdul Murad, RHB’s Chief Marketing Officer
As part of the campaign, Malaysians were asked to contribute lyrics on Facebook about what they are thankful for as Malaysians. Over a 1,000 submissions were received in the four days after the call for submissions was made earlier this month.
“We too are ‘Syukur’ for the opportunity to shake things up with RHB and create work that’s both fresh for category and relevant for the current sentiment towards Merdeka.” said FCB’s Syed Ferohaizal, Associate Creative Director and Syahriza Badron, Senior Account Director.
Project Name: Grateful for Merdeka/ Syukur Merdeka
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
Associate Creative Director(s): Syed Ferohaizal
Art Director: James Voon
Copywriter: Kelvin Teow
AV Producer: Brandon Chai