Ad Nut
Jan 6, 2020

Young baker's story is as sweet and warm as a cupcake

RHB Bank's Chinese New Year campaign via FCB Kuala Lumpur focuses on a 10-year-old girl who bakes to raise money for her sister's medical treatments.

The above film, released for Chinese New Year by Malaysia's RHB Bank, tells the story of a Malaysian girl named Leah Choy.

Now 10, Choy has been baking cupcakes since the age of 4 to raise money for medical treatments for her younger sister, who suffers from cerebral palsy. The work is by FCB Kuala Lumpur.

The campaign microsite lets people buy Choy's cookbook, Chef Leah with a Big Heart, as well as Choy's cupcakes and other treats, with proceeds going toward the fundraising effort. 

The video has been viewed well over a million times in a week. Ad Nut hopes a healthy percentage of those who've watched it have gone on to make a purchase. But maybe not too many, as then the girl would need some help with all that baking.

The brand and agency have made a number of true inspiring story films together in the last year.

This post is filed under...
2020 Chinese New Year advertising and marketing
We collect brand efforts to mark the arrival of the Year of the Rat.

CREDITS

RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Manager, Group Brand Communications: Anwar Amin
Senior Manager, Digital Brand Management: Elaine Yap
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 Director: Tjer
Creative Group Heads: James Voon, Jonathan Chan
Copywriters: Megan Ong, Felice Puah
Account Executive: Alexis Au-Yong
Senior Producer: Wira Chon
Production: Carrot Films
Film Director: Tan Seng Kiat
Associate Executive Producer: Lani Layali
Producer: Lim Shu Jia
Music and sound design: GT Records
Executive Producer: Ram Nabil Chia
Producer: Munirah Razali & Anand Shashidharan
Sound Engineers: Shaktyvel Neelamekan & Eddy Loo

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'.

 

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