RHB Bank humanises sustainability with heartfelt father-son tale in CNY film

RHB Bank Malaysia aims to spark hope for sustainable progress this Chinese New Year with its "A Spark For a Change" film. According to the bank, the film tells the true story of 10 children hailing from a small fishing village in Teluk Intan, and how they inspired the villagers to be mindful of their waste. The film was conceived and created by FCB Malaysia. 

As a preface to RHB’s new ESG aspirations, the film humanises a crucial environmental issue and brings a pivotal lesson to life via a heartfelt story of a young boy and his father, who both have different views of what a small spark of action can do. Launched on 9 January, the film is running across all of the bank's social and digital channels. According to FCB Malaysia, the film has received over five million views and over 2,000 social engagements, at the time of writing. 

A+M has reached out to FCB Malaysia on additional information regarding the campaign. 

RHB Group's CMO, Abdul Sani Abdul Murad said, while the subject of the film is the environment and in line with the bank's new ESG initiatives, the lesson in itself is universal. In fact, progress is often sparked by those who are bold enough to take the first step to bring change to the world, inspiring others with their actions to do the same. This film is more than just an environment story, it is an origin story of progress, added Abdul. 

Meanwhile, FCB Malaysia's associate creative director, James Voon said what made RHB's festive films so popular over the years, were the people. According to Voon, many nights were spent on figuring out how to shine a spotlight on such a critical environmental problem without losing sight of the people. "We had to strike a fine balance between education and emotion, and thanks to our production partners at PRS and GT Records, the story was perfectly and beautifully told," explained Voon. 

Separately, Spritzer Malaysia appointed FCB Malaysia in November last year as its creative agency. According to FCB Malaysia, the agency has already started work on several key campaigns for 2022. Co-owner and CEO of FCB Malaysia, Shaun Tay, said it was a dream to win the account for a Malaysian brand such as Spritzer, especially being a proud Malaysian-owned and operated agency. "What I personally appreciate is the clarity of vision that the Spritzer marketing team has for the brand, and we’re excited to be part of its continuous story of success," he added. 

Aside from Spritzer, the agency was appointed by Mamee Double Decker in August this year to handle the relaunch of its noodle Mamee Chef brand. According to Tay, there was no fixed time frame slated for the appointment, and the team is currently in pre-production.  According to Tay, there was no fixed time frame slated for the appointment, and the team is currently in pre-production. A+M understands at that time, there were three other local and international agencies vying for the account. 

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