Public schools, when properly funded, are a sign of a society that has its priorities straight. But even the best school systems fail without teachers who genuinely care about not only the education of their charges but also their well-being. That's a tough job in any circumstances, but especially so in a diverse country, where any given classroom will have cultural and language differences that the teacher has to help bridge.
Yet these people are rarely paid enough and even more rarely celebrated. So it's nice to see this campaign for the upcoming Hari Raya holiday from Malaysia's RHB Bank, by FCB Kuala Lumpur. It shows a supposedly true story in which a teacher persists in her attempts to reach a somewhat isolated boy, to the point of learning a new language in order to do so.
The agency pretty much encapsulates why Ad Nut likes this when it states: "The film’s narrative deliberately steers away from the usual celebratory depictions of Hari Raya, but rather builds on the tenets of open hearts and minds synonymous to that period."
The film has about 3.6 million views on Facebook since it's debut two weeks ago.
CLIENT: RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Senior Manager, Digital Brand Management: Elaine Yap
Assistant Manager, Group Brand Communications: Mohd Anwar Bin Mohd. Amin
AGENCY: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Head of Account Management: Sharon Rodrigues
Creative Group Head: Tjer
Senior Art Director: James Voon
Copywriters: Izham Fazely, Megan Ong
Producer: Brandon Chai
PRODUCTION HOUSE: Carrot Films
Film Director: Tan Seng Kiat
AUDIO PRODUCTION: GT records
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