M&C Saatchi and Hong Leong Bank debuts first festive campaign together for Hari Raya 2022 - MARKETING Magazine Asia


M&C Saatchi and Hong Leong Bank debuts first festive campaign together for Hari Raya 2022

This year’s Raya campaign from Hong Leong Bank marks the start of its partnership with creative agency M&C Saatchi, following its appointment as one of the AOR after the account called for a review late last year.

The celebration is much-anticipated and will be celebrated in full swing as the nation transitions to the endemic phase. Remembering the challenges of the past two years, Hong Leong Bank and Hong Leong Islamic Bank (“HLB” or the “Bank”) invites everyone to embrace the celebration with a spirit of thankfulness as reflected in the Bank’s Hari Raya campaign themed ‘Lebaran Penuh Kesyukuran’.

In bringing this spirit to life, the Bank worked closely with creative agency M&C Saatchi to release a festive Raya video showing a heart-warming tale of moments that make every Raya celebration a unique occasion to remember.

The film tells the story of ‘kesyukuran’ through a young protagonist Adam, who comes to realise the beauty in the unfortunate or imperfect moments of past Raya’s. In fact, it’s these moments that he and his family will cherish as memories for years on end.

Zalman Zainal, Chief Marketing and Communication Officer of HLB said, “When we thought about creating our Raya video this year, we wanted to evoke a sense of nostalgia of being able to balik kampung and being together with your loved ones. We also included all the quirks of family gatherings such as funny family photos and the joys of sleepovers that make each Raya truly special and memorable to us.

The core message that we want to deliver through this video is that regardless of how things work out, perfectly as planned or otherwise, moments shared together are what we are thankful for.”

HLB employees volunteered to help clean welfare homes while the Bank donated household items, as well as new Baju Raya so that residents of the homes can celebrate Hari Raya to the fullest this year. The Bank also worked with social enterprises SURI Lifestyle (SURI), a denim upcycling social enterprise and alumni of HLB Jumpstart, as well as Komuniti Tukang Jahit to provide new Baju Raya, sewn by single mothers for the welfare homes.

Collaborating with social enterprises for this CSR initiative is part of the Bank’s endeavours to positively impact and provide more income opportunities to communities outside of the welfare homes.

Lara Hussein, CEO of M&C Saatchi further adds, “It’s an honour to partner with a client that’s here to walk the talk, especially when hope and appreciation is much needed at this moment for those less fortunate.”

The 14 welfare homes HLB supported are:

  1. Pertubuhan Kebajikan Dan Perlindungan Nur Qaseh Malaysia, KL
  2. Pusat Jagaan Cahaya Kasih Bestari, Selangor
  3. Pertubuhan Kebajikan, Kesihatan Dan Pendidikan Nur Nusari, Negeri Sembilan
  4. Lembaga Pengurusan & Kebajikan Anak Yatim Miskin (PAYASUM), Melaka
  5. Pertubuhan Pusat Jagaan Kebajikan Kesayangan Abadi, Johor
  6. Rumah Kanak-kanak Sultanah Hajjah Kalsom (Penor), Pahang
  7. Persatuan Jagaan Kesayangan Mumtahanah, Kelantan
  8. Rumah Kebajikan Anak-Anak Yatim Al Hijrah, Terengganu
  9. Yayasan Anak Yatim Darussakinah, Perak
  10. Pertubuhan Kebajikan Rumah Anak Yatim Mak Teh, Perlis
  11. Sunshine Cottage Welfare Society, Kedah
  12. Pertubuhan Rumah Kebajikan Seri Cahaya, Pulau Pinang
  13. Rumah Anak Yatim & Asnaf Kudat (Baitul Hidayah), Sabah
  14. Pusat Jagaan Anak Kesayangan Kami, Sarawak

To find out more information on how you too can make the most of your Hari Raya with HLB, do visit the campaign page at www.hlb.com.my/raya.

CREDITS

Client:
Chief Marketing and Communication Officer: Zalman Zainal
Head of Brand & Marketing: Jason Ng
Brand Advertising Manager: Chin Yean Hui

Agency:
Creative Director: Azeril Johari
Creative Group Head: Lee Shyyi
Copywriter: Kellie Kan
Senior BM Copywriter: Jenatun Zulkifli
Senior Art Director: Ong Jia Yean
Designer: Danial Azman
Account Director: Lauren Ng
Account Manager: Lilyan Chee
Account Executive: Jasmine Azaham
Executive Producer: Rasydan Ahmad Faiz
Producer: San Wong
Film Director & Editor: Lobak
DOP: Kenz Koh
Post: Film Troop Post
Audio: Real Time Studios


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