GXBank: Merdekakan Dirimu from Traditional Banking
11. Social & Creator Kancils [11.2 Best use of Social Film Series]
case film
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Links:
Product/Service:
GXBank
Client:
GXBank (MyTeksi Sdn Bhd Malaysia)
Brief:
Every Merdeka, Malaysians celebrate freedom and independence. Yet when it comes to banking, many remain trapped in an outdated system filled with endless paperwork, loan rejections and lengthy credit approvals that continues to hold them back. Isn’t this the definition of a toxic relationship?
For microbusinesses trying to grow and everyday Malaysians facing urgent expenses, these frustrations mean opportunities lost and problems left unsolved.
GXBank was built to change that, using live data to check creditworthiness in minutes instead of days.
This Merdeka, our challenge was to turn the spirit of independence into something more personal, while reminding Malaysians that they deserve freedom from traditional banking too.
Solution:
We turned the frustrations of traditional banking into a toxic love story, inspired by the melodramatic world of 90s Drama Pukul 7.
Told through a three-part social series, Merdekakan Dirimu followed Sara and her controlling boyfriend Dinobank, the embodiment of traditional banking, as their relationship spiralled into increasingly ridiculous conflicts.
Through nostalgic production design, exaggerated performances, familiar romantic tropes and episodic cliffhangers, we brought the banking metaphor to life, with Johan representing GXBank as the better alternative.
A distinctly Malaysian love story about finding the courage to break free, reminding Malaysians that sometimes, the best way to celebrate independence is to break up with the one holding you back.
Kalau tak suka, ubah je! Merdekakan Dirimu!
