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Malaysian Kids Teach Adults the Importance of Taking Care of the Environment – Branding in Asia Magazine
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Malaysian Kids Teach Adults the Importance of Taking Care of the Environment – Branding in Asia Magazine

RHB Bank launched a Chinese New Year campaign that featured the film A Spark for Change which was created and conceived by FCB Malaysia.

The film, which is three minutes long, tells the story of 10 children from Teluk Intan (Malaysia) who lived in a small fishing village. The village was in dire need of waste management assistance due to its inaccessibility, and the way its residents managed their litter. A group of 10-year-old children took over the responsibility and cleaned the entire village. This inspired all the villagers to be more careful with their waste and litter.

A Spark for Change is a preface to RHB’s new ESG (Environmental, Socio, Governance) aspirations. It tells the story of a young boy who has different views on what a small spark can do.

While the subject of this film is the environment, which is in line with the banks new ESG initiatives, the lesson in itself is universal,” said Abdul Sani Abdul Murad, Chief Marketing Officer of RHB.

“Progress is often sparked by those who are bold enough to take the first step to bring change to the world, inspiring others with their actions to do the same. This is how we make the world a better place. That is why Together We Progress exists. Therefore, A Spark for Progress is more than an environment story. It’s an origin story of progress.

The campaign will be available on all RHB Banks social channels and digital channels. It coincides with the Chinese New Year celebrations which begin on February 1, 2022.

Many nights were spent on figuring out how to shine the spotlight on such a critical environmental problem without losing sight of what made RHBs festive films so popular over the years the people,” said James Voon, FCB Malaysias Associate Creative Director.

“We had to strike a fine balance between education and emotion, and thanks to our production partners at PRS and GT Records, the story was perfectly and beautifully told.

Ong Shi Peing, FCB Malaysia’s Chief Creative Officer and Co-Owner, said that everything, both good and bad, starts the same with us. We can choose not to do the right thing and face the consequences. If we can do something good and inspire others, we will know that we have the potential to change the world. As we are in the midst of rebuilding our communities and lives together, I think this lesson is more relevant to us now than ever.”


RHB Bank Client
Abdul Sani is the Group Chief Marketing Officer
Head, Group Brand Communications: Tunku Hazli bin Tunku Tolha
Anwar Amin, Manager, Group Brand Communications

Agency: FCB Malaysia
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Tjer, Head of Creative
Associate Creative Directors: James Voon, Jonathan Chan
Felice Puah is a copywriter
Karima Kamal is Associate Account Director
Account Executive: Gabrielle Khoo
Senior Producer: Amin Taib

Music, Sound Design & Composer: GT Records
Executive Producer: Ram Nabil Chia
Producer: Munirah Razali
Shah Haron – Sound Engineers

Production House: PRS Productions
Telly Koay, Film Director
Producer: Fahzwan Fah

Asia Pacific Videolab: Post House
Offline Editor: Jeff Ho
Online Artist: KC Chong
Colorist: Nash

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