Balang Kuih Abah

1. Film & Branded Content Kancils [1.2a Film (Online): Single]

Links:

https://youtu.be/eSfTpl1HyzE?si=g2P-WHpqO4K61j3V

Product/Service:

Raya 2024

Client:

PNB / ASNB

Brief:

For a few years now, PNB and ASNB have not released a Hari Raya TVC. In 2024, they are finally ready to join the conversation and want to come in strong with a culturally significant and memorable film. Under PNB & ASNB's manifesto, the brand outlines the need to evolve to remain robust and relevant. What has worked for the past 45 years may no longer work today. So, how does one capture the brand's essence of progress while sparking conversations during a very competitive period?

Solution:

'Balang Kuih Abah' is a Raya film that starts with an insight about breaking traumatic cycles through the ultimate cultural plot twist: an elderly Malay father apologising to his son first, opening the dams of emotions and healing for their family. Through this film, we bridged generational gaps and modelled what taking accountability for the past can look like with hopes of breathing new life into our stories and legacy. Ultimately, PNB and ASNB were successfully positioned as brands willing to kickstart difficult conversations to foster understanding, unity and collective growth.

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