RHB Bank celebrates unconditional familial love this Chinese New Year
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.
To keep up to date with what brands are doing to celebrate Chinese New Year 2020, the year of the metal rat, visit the CNY 2020 page and CNY campaign round-up.