RHB Bank launched their latest Chinese New Year film, ‘Love Carries On.’ The short film which was created by FCB Malaysia, tells the true story of Ngu Ee Kiong, a father from Sibu, Sarawak who went through great lengths to keep his daughter, Ngu Nyok Ping’s dreams alive.
An emotional rollercoaster would be an apt way to describe the spot. The film jumps through time as Ngu Nyok Ping narrates her own life story. We see both the happy years of her childhood and the challenging years of her adolescence when she develops spinal muscular atrophy.
Throughout it all, her father is there to carry her forward. Literally. Every day he carried her to school.
It’s a moving and incredibly personal story and eventually Mr. Ngu’s incredible actions of love paid off as Nyok Ping obtained her master’s degree from Universiti Malaysia Sarawak in 2016. Today, she dedicates her life to helping fellow disabled members of her community.
It’s also a great way for a bank to reach consumers on a personal level. The spot ends with the line “Progress starts with lifting others to reach their dreams.”
“There may be times we find ourselves faced with an obstacle too big to overcome on our own or a dream too far for us to reach, but with the unconditional support and love from those around us, we will realize that we’re never truly alone in our journeys,” said Abdul Sani Abdul Murad, Group Chief Marketing Officer of RHB Group.
“It’s in them that we will find the strength to progress and succeed. That message is the bedrock of this film, and it’s especially relevant now because even as we are preparing to usher in the Chinese New Year, many of us are still faced with the waves of challenges brought upon by the pandemic. This spot aims to remind Malaysians that they’re never alone during these times, and it encapsulates what RHB’s brand promise of “Together We Progress” means amazingly well,” added Murad.
“This story about Mr. Ngu and his daughter is so unbelievably out of this world and profound that when we first came across it, we spent a good amount of time on fact-checking just to ensure that it was real and not fiction,” added Tjer, FCB Malaysia’s Creative Director.
“It’s such a beautiful story, and thanks to our amazing production partners, it was retold and reimagined just as beautifully in the most effortless manner, despite the tremendous amount of depth that it carries.”
The campaign was launched on 15 January 2021 and is running across all RHB Bank’s social and digital channels in conjunction with the Chinese New Year festive celebration, which starts on 12 February 2021. It has already garnered over 6 million views, 15,000 likes, and 1,500 shares across RHB’s social media platforms.
“Many parents who find themselves in Mr. Ngu’s shoes would probably just resign to a lifetime of caring for their disabled child and keeping their expectations in check,” said Ong Shi Ping, Co-Owner and Chief Creative Officer of FCB Malaysia.
“But not only did this amazing dad keep his belief in his daughter’s capabilities, he also did what not many people could or would do to guide her in finding her own place in the world. And because of that, Ms. Ngu managed to achieve the kind of success that most of us can only dream of. It’s a truly remarkable story about progress.”
Credits
Title: Love Carries On
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 Kuala Lumpur
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
Copywriters: Megan Ong, Felice Puah
Account Director: Karima Kamal
Account Executive: Alexis Au-Yong, Tim Lee
Producer: Michael Loh
Music, Sound Design & Composer: GT Records Sdn Bhd
Executive Producer: Ram Nabil Chia
Producer: Munirah Razali
Sound Engineers: Shaktyvel Neelamekan, Eddy Loo
Production house: D Moving Pictures
Film Director: Dick Chua
Producer: Jocny Lai
Post house: Asia Pacific Videolab
Offline Editor: Troy
Online Artist: Corey Chong
Colorist: Lee Jia Seng
