James V Art Director

ABOUT

The brief: To produce a brand film that commemorates the Chinese New Year festivities while bringing to life's RHB's brand belief of 'Progress is for Everyone' and the brand tagline of 'Together We Progress'.

The Strategy: As Malaysia was still in the midst of battling the Covid-19 pandemic, it was paramount for RHB Bank - being one of the top 3 banks in the country, and one that believes in progress - to bring hope and optimism to the audience during the Chinese New Year celebrations.

We came across this incredible true story of a father who refused to let her daughter down, both literally and figuratively, by carrying her to school every day after she had lost her mobility to a disease. The essence of this story then became an inspiration for our film, as the message of helping one another through difficult times was more apt than ever.

The Result: Over 18 million views, over 30,000 engagements and shared closed to 3,000 times. This film was also featured as one of Malaysia's Top 10 Chinese New Year commercials in 2021 by Marketing Magazine.

MADEIT CREDITS

  • RHB BankClient

RHB Chinese New Year 2021: Love Carries On