This Chinese New Year campaign for Malaysian bank RHB focuses on Chai Yee Fung, aka 'Mushi', a Malaysian esports player of some reknown. Ad Nut likes that the brand has chosen to show a real story rather than a concocted and overly dramatic, aka 'mushy', family story.
Like billions of parents (of all species), Mushi's mom and dad may not fully approve of his choices, but they nonetheless support him and try to guide him. They're capable of recognising that even though playing video games seems like an odd choice to them, their son is demonstrating a strong work ethic, a valuable and commendable character trait.
As Ong Shi Ping, FCB Kuala Lumpur’s chief creative officer puts it in a release, the brand is showing its support for "ordinary Malaysians who have made their goals a reality, no matter how unconventional their dreams may be".
|See more 2019 Chinese/Lunar New Year ad campaigns|
Project Name: Belief
Creative Agency: FCB Kuala Lumpur
Client: RHB Bank
RHB Marketing Team: Abdul Sani Abdul Murad, Tunku Hazli Bin Tunku Tolha, Mohd Anwar Bin Mohd. Amin, Elaine Yap
Co-owner & Chief Creative Officer: Ong Shi Ping
Art Directors: James Voon, Hazwan Selamat
Copywriters: Tjer, Mandy Chock, Felice Puah
Senior Producer: Brandon Chai
General Manager: Natasha Aziz
Senior Account Executive: Zulhilmi Rashid
Production House: Chili Pepper Films
Film Director: Cruba Bannon
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