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RHB Bank celebrates unconditional familial love this Chinese New Year

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Chinese New Year is fundamentally about bringing families together. The most recent edition to RHB Group’s Challenger Series, created by FCB Kuala Lumpur, commemorates this with the heartfelt true story of ten-year-old Leah Choy and her family.

The focus of the film sees four-year-old Choy, also known as Chef Leah with a Big Heart, baking and selling cupcakes to raise funds for her sister Adele's cerebral palsy treatment.

Viewers are taken back in time to when Choy had just begun baking, unravelling her motivation. We see Choy persisting through mishaps and mistakes, fueled by the commitment and love she has for her sister. 

Ong Shi Ping, FCB KL’s co-owner and chief creative officer said: “When we learned about Leah, we knew we had to do her story proud and tell it in a way that would inspire Malaysians. That’s why we wanted this film to be more than just about a young girl excelling in her passion. Because ultimately, it’s about the deep, unconditional love shared between two sisters that have placed the both of them on the path of progress together.” 

Abdul Sani Abdul Murad, chief marketing officer at RHB Group, added, “At RHB, we believe that success comes from not giving up on what we truly hold dear to our hearts. Although Leah is still young, her challenger spirit has demonstrated that progress can happen when we wear our hearts on our sleeves and allow love to guide our actions and be our motivation. She is a true testament that age and size are no barriers when it comes to supporting the people we love, and that’s why her story encapsulates our brand belief so perfectly.”

The campaign was launched on December 31 across RHB’s social and digital channels. 

To drive the campaign further, RHB will also run a series of consumer banking product capsules on its social media channels to help Malaysian families better understand and explore the Bank’s financial offerings.

Vote for the campaign below in The Drum's Creative Works. 

: 'Heart Baker'

Agency:
Client:
Date: January 2020
Created by FCB Kuala Lumpur, ‘Heart Baker’ is the eleventh edition in RHB Bank’s Awakening the Challenger Within campaign and commemorates the upcoming Chinese New Year 2020 festivities. This edition sees the brand’s challenger spirit manifested in ten-year-old Leah Choy, who is also affectionately known as Chef Leah with a Big Heart.
The film takes viewers back to a time when Leah had just started her baking journey, and it unravels the heartfelt motivation behind her incredible display of perseverance despite having to learn baking from scratch and failing multiple times in the beginning.
Credits:
 
 
 
 
 
 
 
CLIENT: RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Manager, Group Brand Communications: Anwar Amin
Senior Manager, Digital Brand Management: Elaine Yap
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 Director: Tjer
Creative Group Heads: James Voon, Jonathan Chan
Copywriters: Megan Ong, Felice Puah
Account Executive: Alexis Au-Yong
Senior Producer: Wira Chon
PRODUCTION HOUSE: Carrot Films
Film Director: Tan Seng Kiat
Associate Executive Producer: Lani Layali
Producer: Lim Shu Jia
MUSIC & SOUND DESIGN: GT Records
Executive Producer: Ram Nabil Chia
Producer: Munirah Razali & Anand Shashidharan
Tags: Malaysia
 
Video of RHB Chinese New Year 2020: Heart Baker
 
 
 
 
 
 
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Check out the latest Chinese New Year ads here.

 

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