Ad Nut
Jan 25, 2019

RHB Bank debuts a 'Mushi' CNY story

Campaign by FCB Kuala Lumpur narrated by well-known Malaysian gamer.

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

CREDITS

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

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

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