The campaign honoured Datin Siti Hendon Abdullah by featuring her in an ad on one of Kuala Lumpur’s most iconic outdoor advertising locations. A film was created chronicling the campaign and capturing her surprise at seeing herself on the billboard.
Age is no barrier when it comes to progress. Check out this video to learn what lesson this 83-year-old superwoman has in store for you. From all of us at RHB, we would like to wish every supermom a very Happy Mother’s Day! #MothersDay #TogetherWeProgress
Posted by RHB Group on Saturday, 11 May 2019
The ‘RHB Progress 2019’ campaign began on Instagram with a call for entries, inviting Malaysians to submit tales of personal progress. The winner would then profiled be on the Bukit Bintang Posterscope billboard in Kuala Lumpur’s commercial district. The winning entry came from Datin Siti’s grandson.
The teams from FCB and RHB worked to ensure that the billboard was up and running in time for Mother’s Day, rushing to meet a two week deadline.
RHB’s group chief marketing officer Abdul Sani Abdul Murad said: “RHB is a champion for all and we wanted to show that progress can come in many forms.
“Datin Siti embodies the RHB spirit: her determination to challenge human conventions and continue seeking progression in life through learning embodies what we at RHB believe in. It is what ‘Together We Progress’ means.”
FCB Group Malaysia co-owner and chief creative officer Ong Shi Ping added: “Any brand can do an ad. But the great ones that truly move people have an undeniable sense of purpose. RHB’s purpose is clear. It’s about inspiring the challenger spirit in everyone no matter their background or circumstance.”
Reacting to being part of the campaign, Datin Siti said: “I never thought a bank like RHB would show interest in my story. We can’t avoid getting old, but we must live to the fullest.”
Client: RHB Bank
Group chief marketing officer: Abdul Sani Abdul Murad
Head of group brand communications: Tunku Hazli Bin Tunku Tolha
Senior manager of digital brand management: Elaine Yap
Assistant manager of group brand communications: Mohd Anwar Bin Mohd. Amin
Agency: FCB Kuala Lumpur
Co-owner and CEO: Shaun Tay
Co-owner and chief creative officer: Ong Shi Ping
Head of account management: Sharon Rodrigues
Creative group head: Tjer
Senior art director: James Voon
Copywriter: Megan Ong
Videographers/editors: Saadh Khalsa, Hazwan Selamat, Ashwin Paramasivan
Producer: Brandon Chai
Account executives: Alexis Au-Yong, Darren Barker
Audio production: GT records
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