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FCB SHOUT launched a Hari Raya (also known as Eid al-Fitr) campaign with RHB Bank, titled “Sulaman Kebersamaan” (Belonging), which is anchored by a partnership with the Baju Raya Project.
The Baju Raya Project is an annual not-for-profit initiative dedicated to collecting pre-loved Raya clothing from donors across the community. Volunteers gather to sort, clean, and redistribute these garments to orphans and single mothers who don’t have clothing to mark the annual holiday. This year, leveraging RHB Bank’s extensive reach, the project successfully took place at the RHB Centre on Jalan Tun Razak, resulting in an extraordinary collection of close to 9,000 clothing items, which were donated to 16 orphanages around Kuala Lumpur.
To complement the initiative, FCB SHOUT conceptualized and produced RHB’s Hari Raya 2025 film, which is inspired by true events surrounding Adib Khalid, Director of the Baju Raya Project. The film sheds light on the poignant stories of orphans who often feel left behind during Raya festivities, capturing the genuine essence and motivations behind the initiative.
Wang le Tjer, Executive Creative Director of FCB SHOUT, noted, “Our film is not merely about Raya clothes; it explores the deeper meaning behind them. Beyond fashion or style, this is a celebration of the power of togetherness, compassion, and empathy – all of which are core values intrinsic to Hari Raya.”
