FCB Kuala Lumpur Creates Millennial Infused Merdeka Music Video for RHB Bank
The bank enlisted the help of local rapper Altimet for this celebratory branded music video
Following the success of the “Apa yang di tunggu- tunggu setiap kali Raya” film that garnered over five million views, FCB and RHB have continued their collaboration with a new film to celebrate the country’s Merdeka Day.
Titled 'RHB Syukur Merdeka' the film is done in a style of a music video and blends together local rap sensation Altimet’s hit song ‘Syukur' (Grateful) with scenes of the nation’s progress.
Its upbeat and catchy delivery was deliberately designed to appeal and foster appreciation in Merdeka amongst Millennial Malaysians. Released on RHB’s Facebook page three days ago
the film has already garnered over 300,000 views and a host of positive reviews from Malaysians.
“Brands need to work at remaining relevant to their audiences, especially the younger set. To do so we must go beyond mere messaging and take on a behaviour that connects with them at an emotional level” said Abdul Sani Abdul Murad, RHB’s Chief Marketing Officer
As part of the campaign, Malaysians were asked to contribute lyrics by sharing on Facebook what they are thankful for as Malaysians. Over a 1,000 submissions were received in the four days after the call for submissions were made earlier this month.
“We too are ‘Syukur’ for the opportunity to shake things up with RHB and create work that’s both fresh for category and relevant for the current sentiment towards Merdeka.” said FCB’s Syed Ferohaizal, Associate Creative Director and Syahriza Badron, Senior Account Director.
FCB Kuala Lumpur
Chief Creative Officer:
Ong Shi Ping
Senior Account Director:
Associate Creative Director:
Chilli Peppers Film
Wang Liang Wei