CIMB and The Clan bring travel dreams to life with talking objects and ‘Kita Bagi Jadi’ spirit

CIMB Bank Berhad and CIMB Islamic Bank Berhad have launched a holistic Travel Only With CIMB proposition, positioning themselves as the bank of choice for travellers. Developed in collaboration with creative agency The Clan, the campaign is tailored for seamless journeys and covers every stage of travel—from booking and redeeming travel points, saving on holiday deals, currency exchange, lounge access and upgrade perks, to giving customers a chance to win their dream trip simply by saving or investing through CIMB’s wide range of products and services.

 

Other banks have claimed a stronghold in the travel banking space, especially through aggressive airline promotions and standout deals at events like Matta Fair. CIMB recognised the need for a cohesive theme that transcends one-off promotions, to communicate the full breadth of its travel benefits.

Everyone loves the excitement of travel, yet many dread the hassle—planning, budgeting and worrying about whether they’ve secured the best deal. Travel Only with CIMB puts customer confidence centre‐stage, aiming to banish the friction of planning and finance, making the dream trip attainable in every way.

The campaign was brought to life through the whimsical concept of talking travel objects. Tapping into the idea, “When your travel desires speak, we make everything possible,” inanimate travel companions like luggages, passports, and boarding passes come alive to voice common traveller worries—only to encourage main talent Sean Lee to take that long-desired trip. It’s a nod to CIMB’s “Kita Bagi Jadi” (We Make It Happen), a social movement aimed at spreading positivity and nurturing a spirit of resilience among Malaysians.

Toni Darusman, Group Chief Brand & Marketing Officer, said: “Travel should ignite wonder, not stress and at CIMB we’re committed to making that happen. ‘Travel Made Possible’ is our promise to remove those barriers. Every fee, every worry, every what‐if is nullified, so all our customers need to think about is where they want to go next and with CIMB, Kita Bagi Jadi.”

Suraiya Abdul Samad, Head of Consumer Marcomm, said: “We built this proposition with one guiding question: how do we turn ‘I wish I could…’ into ‘I’m on my way’? By speaking directly to the feelings of anticipation and hesitation, we’ve created more than a campaign. We’ve created a companion for every journey so our customers can turn their travel dreams into reality.”

“As a frequent traveller, I’ve had moments where the desire to get away just takes over, but life—its routines, responsibilities, and reasons—always gets in the way. We realised that so many people feel this too: not a lack of want, but a lack of push. And that’s where the spirit of Kita Bagi Jadi came in,” says Martin Wong, Copywriter at The Clan.

Rachel Joyce, Senior Art Director at The Clan, added: “We took that relatable travel urge and gave it a quirky twist by putting those inner travel voices into everyday objects. Instead of just telling people to travel, we let their desire do the talking (literally!) Sometimes, all it takes is a chatty luggage to push you to finally book that trip.”

This campaign was conceptualised in collaboration with The Clan and brought to life in collaboration with Directors Think Tank with Maurice Noone at the helm as Film Director of the board.

Credits
Client: CIMB Bank
Group Chief Brand and Marketing Officer: Toni Darusman
Head, Consumer Marcomm: Suraiya Abdul Samad
Director, Consumer Marcomm: Joanne Choo
Assistant Vice President, Consumer Marcomm: Alicia Ng
Creative AgencyL The Clan
Business Chief: Syed Nasir
Creative Chief: Casey Loh
General Manager: Sandra Heung
Account Director: Megan Janz
Head of Art: Sam Lai
Senior Art Director: Rachel Joyce
Copywriter: Martin Wong
Senior Account Executive: Tia Suriya
Graphic Designer: Aisyah Hairul Azhar
Production House: Directors Think Tank
Film Director: Maurice Noone
DOP: Arvin
Executive Producer: Pat Singh
Producer: Gray
Line Producer: Sing Han
Offline Editor: Daz
Post House: Tank3 Asia
Post Producer: Vanee
Online Editor: Nabil
Audio House: Tank Music