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For its National Day campaign, Malaysia’s RHB Bank has taken on the various divides that exist in a multi-racial, multicultural, socially stratified country. 

Through the course of the ‘See Beyond Colour’ film created by FCB Kuala Lumpur, different sections of society in colour-coded clothing, resolve the tensions that exist between them.

Speaking about the campaign, RHB Group’s group chief marketing officer  Abdul Sani Abdul Murad said: “The truth is, while a country as diverse as Malaysia is a wonderful place to call home, it’s important for us to not forget that diversity can also be a double-edged sword.

“There are still instances of our society segregating people by colour, age, social standing and gender, and there are those who still pass unfounded judgements on a fellow country person based on the way they look or act. When that happens, what we have is a nation that is divided instead of united. 

“At RHB, we believe that we have an enormous responsibility to behave in a way that affects positive change by promoting the voice of moderation and empathy. 

“It affirms our brand’s values by taking a stand on issues that matter most to our audience. Which is why RHB’s Merdeka message to all Malaysians this year is this: our journey becomes easier when we can see past our differences to progress together.

FCB Kuala Lumpur co-owner and chief creative officer Ong Shi-Ping added: “Our story is set in a world that is divided by social classes, lines drawn by societal expectations, unfounded judgements made from first impressions and different sides created by conflicting opinions.

“In the film, we used colours to represent people standing on opposite sides. Tension begins to build from the isolation and segregation. But when the colours are stripped off, the same happens to the tension.

“People can then come together after their good intentions are revealed. It’s a simple, yet very compelling story on unity.”

Launched on August 12, campaign is running across RHB’s social media channels and has already garnered over 500,000 views.

Credits

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

FCB Kuala Lumpur

Co-owner and CEO: Shaun Tay

Co-owner and CCO: Ong Shi Ping

Head of account management: Sharon Rodrigues

Creative group head: Tjer

Senior art director: James Voon

Copywriters: Izham Fazely, Felice Puah

Senior producer : Wira Chon

Production house: KDCO

Film director: Rewan Ishak

Audio production: GT Records

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