Hip Hop Annual Report

10. Craft Kancils [10.9 Music in Film Content]

Product/Service:

Financial Services

Brief:

CIMB’s 2024 Kita Bagi Jadi campaign gained nationwide awareness but didn’t move the needle in brand affinity, with many still feeling we hadn’t done enough for the community.In reality, CIMB has done a lot for the community, but the proof is buried in the annual report. If only we could make it visible to Malaysians.

Solution:

To showcase CIMB’s impact on community, we put the cold facts and figures into something Malaysians would want to see:A music video where we not only feature rapper Aman RA and his anthem for the working class ‘Bangun’ — but also turned our brand partner, Olympic silver medalist Dato’ Azizul Awang into a hip-hop superstar.

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