RHB Bank / Malaysia / 2025Film · Social · Experiential
Sulaman Kebersamaan (Belonging).
RHB pairs a true-events film with Baju Raya Project support to give orphaned and less fortunate people a stronger sense of Raya belonging.
- Brand
- RHB Bank
- Agency
- FCB SHOUT
- Market
- Malaysia
- Region
- Global
- Year
- 2025
The challenge
Orphans and less fortunate people can miss the shared belonging associated with Raya clothing.
The idea
Pair a film inspired by Baju Raya Project founder Adib Khalid with a drive for pre-loved festive clothing. The story connects shared Raya outfits with a sense of belonging for orphans and single mothers.
Case study source: Branding in Asia Source ↗
Credits
- Brand
- RHB Bank
- production
- D Moving Pictures
- music
- GT Records
- post
- Asia Pacific Videolab
- Community partner
- Baju Raya Project
- Executive creative director
- Wang Ie Tjer
- Director
- Dick Chua
