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RHB Bank
Golden Wisdom

RAN IN: Malaysia

CLIENT
RHB Banking Group

1. Abdul Sani Bin Abdul Murad - Group Chief Marketing Officer
2. Wendy Tan Swee Ping - Squad Lead, Retail Banking Marketing
4. Nur Syamimi Binti Zulkifli - Chapter Lead, Investors & Customer Strategy

AGENCY
FCB SHOUT *Lead Agency

1. Shaun Tay - Co-Owner & Chief Executive Officer
2. Ong Shi Ping - Co-Owner & Chief Creative Officer
3. Wang Ie Tjer - Head Of Creative
4. James Voon - Associate Creative Director
5. Jonathan Chan - Associate Creative Director
6. Karima Kamal - Brand Director
7. Felice Puah - Copywriter


SUMMARY

Turning Traditional Culture into modern art-vertisements. The traditional Chinese Calligraphy art is well appreciated by the Chinese affluent banking customers. It is an art that is traditionally used to impart wisdom. RHB had taken a bold step to be the first bank in Malaysia to collaborate with Ong Chia Koon, a renowned Chinese Calligraphy artist, and Jaemy Choong, a talented young designer, to produce masterpieces that cleverly turned to Art-vertisements.

CASE VIDEO


Audience: Boomers (45+)

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers