The Shout Group/FCB Shout and RHB Bank Make Malaysia Proud at the YouTube Works Southeast Asia Awards

Above: A proud moment for Malaysia and the team from FCB SHOUT: Timothy Teh, IeTjer Wang, James Voon and RHB Bank: Abdul Sani Abdul Murad, Tunku Hazli Tunku Tolha and Anwar Amin.

Winners yet again. That has been the headline for FCB SHOUT and RHB Bank since the creative partnership first began in 2017. This year is no different. That said, the standards of what truly is the best of Malaysian creativity has been raised with FCB SHOUT and RHB Bank’s Raya campaign claiming Malaysia’s sole award, and a Gold no less, at the recent YouTube Works Southeast Asia Awards 2024 for the ‘Best of Festive’ category.

Head of Category judge Lex Bradshaw-Zanger, chief marketing and digital officer South Asia Pacific, Middle East & North Africa Zone (SAPMENA), L'Oreal had this to say on why FCB SHOUT & RHB won, “Festive periods are all about clutter and all about differentiation. It’s really the format of the story, and how hard you can hit with an emotional hook that’s making the difference. This year’s winner in Festive really stands out because they’re making a big commitment to connecting both with consumer thinking but also with the moment and bringing that to life with a firm positioning to make a statement. The campaign’s formula for success on YouTube is a combination of great creative and storytelling, but then linked with the right choice of format, the right choice of length and using media to target the right audiences.”

The campaign, titled ‘Forgiveness’, had already won acclaim internationally with a Gold for Branded Content in CreativePool’s 2024 Annual, regionally in Campaign Brief Asia’s The Work 2024 whilst also claiming the Gold for the YouTube Works Malaysia Awards 2024 in the same category (Best of Festive), and headlining RHB Bank’s win as Best Creative for Festivity at Kantar’s BrandZ’s 2024 Most Valuable Malaysian Brand Awards.

Abdul Sani Abdul Murad, the group chief marketing officer of RHB Group, said, “This is a proud moment for our team and for Malaysia’s marketing fraternity. To win the top prize in arguably the most prolific category against some of Southeast Asia’s best brands and biggest markets at the YouTube Works Southeast Asia Awards 2024 is truly a moment worth cherishing. My gratitude to Lex and the category’s judges for recognising the work and the impact it had and continues to have and of course, it goes without saying that our creative partners at FCB SHOUT have once again… delivered.”

Shaun Tay, co-owner and chief executive officer of The Shout Group, commented, “Super sweet this be. Not just because of the fantastic recognition from YouTube but also from the fact that we’ve achieved this off the back of curating Malaysia’s longest running and arguably most consistent festive brand building platform. The ability to tell a compelling story that resonates with audiences in both content and importantly, context, is fundamental to sustained success for any brand.”

A shoutout from the FCB SHOUT team behind the winning story: IeTjer Wang - head of creative, James Voon – creative director and Timothy Teh – senior brand director.

View the film here.

Details on the awards here.