Maybank: Unspoken
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
https://www.youtube.com/watch?v=l6i526ctxIw
Product/Service:
Festive Brand Campaign
Client:
Maybank
Brief:
For a brand whose purpose is 'Humanising Financial Services', Maybank has a rich history of championing the rights of People with Disabilities, dedicating resources and numerous initiatives towards amplifying their employability and promoting inclusivity within society.With Chinese New Year approaching, how could Maybank creatively use the largest and loudest festive occasion in the nation to reach out to more individuals, and cultivate empathy and support for the deaf community that are so often isolated amongst the celebrations?
Solution:
Created in collaboration with a deaf director, we gave viewers a poignant insight into the world of the deaf community by immersing them in their experience of a typical CNY reunion dinner.Through authentic portrayal, we shed light on the unintended social isolation they face from friends and family alike. Highlighting our core insight through the actions of friends and family '“ that over 70% of human communication is non-verbal.The film rapidly gained traction, garnering over 13.5 million views '“ the highest ever for a Maybank festive film. Maybank staff created tutorials on simple greetings in BIM across social channels and to further help normalise signing, we leveraged digital out of home spaces across major cities in 7 states as well as over 1,500 retail screens to feature our film's star signing personalised CNY greetings to Millions of passersby.Driving home the message that even the most simple of interactions has the power to transform their world.
