Cannes Lions
FCB SHOUT, Kuala Lumpur / RHB BANK / 2024
Overview
Entries
Credits
Background
RHB has been using festive occasions to produce brand films that champion real progress stories of everyday Malaysians. Now that the brand has adopted new ESG initiatives, the brief was to produce a true-to-life story during Eid al-Fitr that is not only able to inspire Malaysians to collectively overcome the challenges that are plaguing the nation, but is also able to address an environmental or social problem.
Beyond just putting the brand in the hearts and minds of the audience during the festive period, the other objective of this film is to inspire the audience by giving them a chance to confront the realities of the Malaysian society while offering them a platform to engage in conversations that would help them collectively find optimism and a united voice despite the issues plaguing the nation.
Execution
The film is based on a true story.
In 1998, Malay lawyer Ahmad Zaharil witnessed an Indian woman being brought into the courthouse. Upon learning that the woman stole a pencil case for her son in order to fulfil her promise for his good grades, and the fact that she could be imprisoned up to 7 years, Ahmad Zaharil decided to represent her pro bono.
Ahmad Zaharil went above and beyond his call of duty to defend the stranger. Thanks to Ahmad Zaharil's relentless efforts, the Indian woman was finally released on Good Behaviour Bond by the Chinese judge.
About 20 years later, a young lawyer approached Ahmad Zaharil in the courthouse and introduced himself as the son of the Indian woman. Ahmad Zaharil's efforts did not only ensure justice was given to the woman, but also gave her son the opportunity to progress in life by following his footsteps.
Outcome
As of writing, the film garnered over 41 million views, over 340,000 likes, close to 8,000 comments and approximately 50,000 shares, making it the best-performing film of all time for RHB and the most viewed Eid film in the country of the year. And these figures are merely from the brand's social media platforms. The film sparked thousands of conversations among netizens, with the majority of them indicating how the film inspired them to put aside racial differences to work together in building a fairer society.
The film became a viral sensation overnight. It made headlines on the national papers and national television and spawned a plethora of 'reaction videos' by Youtube content creators from all over the world. It was featured prominently by Malaysian, regional as well as international media and even the current Prime Minister of Malaysia sent a personal congratulatory note to the representatives of the brand.
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