Created by FCB Kuala Lumpur, the latest edition to RHB Group’s Challenger Series is inspired by the true story of Amy Mistaka, also known as Cikgu (Teacher) Orked, who went the extra mile to overcome the language barrier between her and a recluse student, Yip Kah Szhen.
Titled ‘Breaking Barriers’, the commercial is a first for a Malaysian bank to actively champion a public-school teacher.
Not only that, the film’s narrative deliberately steers it away from the usual celebratory depictions of Hari Raya but rather builds on the tenets of open hearts and minds synonymous with the celebration.
When asked to comment, Abdul Sani Abdul Murad, Group Chief Marketing Officer of the RHB Group said: “We found that Amy’s story showcasing her determination to break down the communication barrier with a reclusive student embodies what the RHB brand stands for.
“She could have taken the easy route and made it someone else’s problem but it was her challenger spirit that made her do otherwise and that has created a lasting, positive impact. Not just on Kah Szhen’s life but to her’s as well.”
Ong Shi Ping, FCB Group Malaysia’s Co-owner & Chief Creative Officer expressed hope that the film would serve as an inspiration to take storytelling beyond the expected narrative tropes “Do a film…you’ll get some views. Inspire a change within hearts and minds…you’ll get something greater…real progress. Isn’t that what we should be striving for?”
The campaign was launched on Teacher’s Day, the 16th of May 2019 and has since garnered 4 million views, 12,000 likes and an overwhelming positive response from viewers including Dr Maszlee Malik, Malaysia’s Minister of Education who shared it on his own Facebook page.
Project Name: Breaking Barriers
CLIENT: RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Senior Manager, Digital Brand Management: Elaine Yap
Assistant Manager, Group Brand Communications: Mohd Anwar Bin Mohd. Amin
AGENCY: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Head of Account Management: Sharon Rodrigues
Creative Group Head: Tjer
Senior Art Director: James Voon
Copywriters: Izham Fazely, Megan Ong
Producer: Brandon Chai
PRODUCTION HOUSE: Carrot Films
Film Director: Tan Seng Kiat
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2022 to May 2023
For more details visit https://appies.com.my/ or contact Vishnu