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Creative

FCB Malaysia and RHB Bank Sing a Song of Togetherness for Hari Raya

Latest Eid-Al-Fitr piece is inspired by 21-year old Nuramira Amin who performs sign language song covers for the deaf

FCB Malaysia and RHB Bank Sing a Song of Togetherness for Hari Raya

RHB Bank’s latest Hari Raya film, titled ‘Sempurna’ (Perfect), tells the true story of Nuramira Binti Mohd Amin, a 21-year-old who, despite not suffering from hearing disability, creates and shares videos of herself performing sign language covers of songs, so that the deaf community can enjoy the meaning and emotions behind music. It was created by FCB Malaysia and directed by Philip Rom. 

Whilst in keeping with RHB’s tradition of telling real challenger stories, ‘Sempurna’ was created as a musically driven spot, centering around Nuramira’s relationship with her best friend and the narrator of the film, Izzatul. While the duo’s shared love for music serves as the foundation of the story, it’s Izzatul’s sudden loss of hearing that ultimately inspired Nuramira to learn sign language from scratch, so that she could help her friend and even the deaf community enjoy the emotions behind a song through her sign language covers. The latter part of the film, which documents Nuramira’s journey in helping her best friend regain what had been lost, is narrated through a powerful, original song that was purposefully composed for this story.  

Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said: “The most inspiring part about Nuramira’s story is how she chose to stand by her friend, even though it wasn’t her challenge to face. Her act of selflessness is not just an anthem of what RHB stands for, but also what the people believe in during these trying times – that only by standing together in the face of challenges can true progress be found. Hence, this film is more than just about her story; it’s a story for Malaysians this Hari Raya.”

Meanwhile, Jonathan Chan, FCB Malaysia’s creative group head, added: “Music plays a crucial role in Nuramira and her friend’s relationship, so in order to do her story justice, we had to ensure that it has similar importance in our film. It took a collaborative effort from the brand, the agency and our amazing partners at Reservoir World and GT Records to evolve the film from the usual way RHB tells stories of progress to this bold musical piece that truly echoes the essence of Nuramira’s incredible tale.” 

“The message of inclusivity and togetherness not only rang loudly throughout Nuramira’s story, but also in how we created the film itself. By taking extra steps to make sure that the film is accessible to even the hearing impaired, our film transcends beyond just a festive piece to a deafening demonstration of what RHB believes in – that progress is truly for everyone,” Ong Shi Ping, FCB Malaysia’s co-owner and chief creative officer, concluded.

The campaign was launched on 3 May 2021 and is running across all RHB Bank’s social and digital channels in conjunction with the Hari Raya Aidilfitri festive celebration, which starts on 13 May 2021. To date is has received tremendous positive reviews along with over 4.1 million views and over 1,200 likes.

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CAMPAIGN CREDITS

Title: Sempurna (Perfect)

Client: 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

Agency: FCB Malaysia

Co-owner & Chief Executive Officer: Shaun Tay

Co-owner & Chief Creative Officer: Ong Shi Ping

Creative Director: Tjer

Creative Group Heads: James Voon, Jonathan Chan

Designer: Felicia Lee

Copywriters: Megan Ong, Izham Fazely

Account Director: Karima Kamal

Account Executives: Alexis Au-Yong, Tim Lee

Senior Producer: Michael Loh

Music, Sound Design & Composer: GT Records

Executive Producer: Ram Nabil Chia

Producer: Fiona Adiel

Sound Engineer: Christopher Grzybowski

Composer: J.T.C.

Vocalist: Jinx

Production house: Reservoir World

Film Director: Philip Rom

Scriptwriter & Lyrics: Muhammad Ashraff

Producer: Wai Leng / Kaviraj

Offline Editor: Willie Ong

Post House: deTOUCHE Post

Online Artist: Wong Yan Jiun

Colourist: Ng Kwok Yong

Cast: Aminatul Adilah Binti Amir Ihsan, Nur Alisa Binti Mahzan and Nuramira Binti Mohd Amin

Category: Banking , Finance