FCB KL’s short film for RHB titled “Progress for Everyone”

1 year ago

Success on your own terms. That’s the theme for RHB Group’s new commercial. Encouraging people to take action to achieve their dreams is the focal point for the bank’s new campaign.

‘Progress is for Everyone’ turns the camera onto everyday people pursuing progress on their own terms; an interviewee out to shatter industry norms, an unlikely student with the tenacity to continue learning, a business owner defying stereotypes, a couple that doesn’t let image define them
to an entrepreneur taking the first step towards making his mark.

Commenting on the film, Abdul Sani Abdul Murad, Group Chief Marketing Officer of RHB Group said, “Today, the notion of success is no longer confined to the conventions of wealth.”

“We see progress manifested in different forms be it achieving massive life goals to celebrating the smaller, precious and profound moments that make life worth living.”

“As RHB undergoes our own transformation to evolve our capabilities across retail, digital, SME and Premier banking, it is important that we acknowledge this shift in thinking so that we have a better understanding of what really matters to our customers.

“I’ve always believed that brands are at their best when they possess a compelling narrative that brings them into the world of their audience, therefore the focal point of the story you’ll see is about people and
their desires to achieve personal progress, which is the fundamental reason why we exist as a bank.”

“The film has been a been a true labour of love that began with our first campaign and has pretty much taken a life of its own from there.

“What we’re most excited with is the opportunity to keep elevating the RHB brand story from here on out… stay tuned!” added Ong Shi Ping, Chief Creative Officer of the FCB Group Malaysia.

The video has already gained over 3 million views on YouTube and Facebook since its release on March 6.

View the video HERE

BRAND: RHB Bank
AGENCY: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Creative Group Head: Mandy Chock
Senior Art Director: James Voon
Designers: Hazwan Selamat, Chong Woey Shin
Copywriters: Felice Puah, Izham Fazely
Senior Producer: Brandon Chai
General Manager: Natasha Aziz
Senior Account Executive: Zulhilmi Rashid
Production House: Carrot Films
Film Director: Virginia Kennedy

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