Featuring the tag ‘Here for good’, the brand drive, which took seven-months to develop, aims to communicate the bank’s values and resonance with customers, clients and staff across its global footprint.
On the premise of the campaign, Peter Sands, Standard Chartered’s group chief executive, said: “The brand is all about commitment. We’re here for good, to create value for our shareholders, to support and partner our clients and customers and to make a positive contribution to the broader community. This is the way we do business: it has underpinned our strategy and success for over 150 years and it will be the foundation for our future.”
Developed by global creative partner TBWA, ‘Here for good’ will run in television, print, digital and outdoor media channels. Philip Brett, TBWA’s group president for South and Southeast Asia, says the work is not just a traditional positioning but an “articulation” of what the international bank has been doing in its operations.
The communications also seeks to differentiate the Standard Chartered brand from its competitors in a jaded category that has seen institutions taking a beating over the past 18 months. Global media duties for the new campaign will be handled by OMD.
The campaign’s four television spots were directed by African artist Ezra Wube, Chinese filmmaker Tian Zhuang Zhuang, Jordanian documentary producer Sandra Madi, and internationally acclaimed graphic designer Stefan Sagmeister. The print drive features 25 different executions to cater to local market sentiments.
Footprint:
Production company Passion Pictures Malaysia
Director Stefan Sagmeister
Director of photography James Cowley
Editor Marshall Raj
Post-production company Damon Duncan
Long run:
Production company Black and Cameron Shanghai
Director Tian Zhuangzhuang
Editor Brandon LaGanke
Post-production company Iceberg Design
Progess:
Production company E-Graphics
Director Ezra Wube
Director of photography Peter Short, Ezra Wube
Editorial Iceberg Design
Post-production company Iceberg Design
Credits:
Project Here for Good
Client Standarf Chartered Bank
Creative agency TBWA Singapore
Creative at large John Merrifield
Creative KC Chong, Eddie Azadi
Executive producer Haydn Evans
Agency producer Sariyanti Sannie
Group account director Jane Sandral
Account director Carol Tham
Media agency OMD
Composer Nicolas Van Vandooren, The Sound Cell
Exposure Television, print, outdoor, online
On the premise of the campaign, Peter Sands, Standard Chartered’s group chief executive, said: “The brand is all about commitment. We’re here for good, to create value for our shareholders, to support and partner our clients and customers and to make a positive contribution to the broader community. This is the way we do business: it has underpinned our strategy and success for over 150 years and it will be the foundation for our future.”
Developed by global creative partner TBWA, ‘Here for good’ will run in television, print, digital and outdoor media channels. Philip Brett, TBWA’s group president for South and Southeast Asia, says the work is not just a traditional positioning but an “articulation” of what the international bank has been doing in its operations.
The communications also seeks to differentiate the Standard Chartered brand from its competitors in a jaded category that has seen institutions taking a beating over the past 18 months. Global media duties for the new campaign will be handled by OMD.
The campaign’s four television spots were directed by African artist Ezra Wube, Chinese filmmaker Tian Zhuang Zhuang, Jordanian documentary producer Sandra Madi, and internationally acclaimed graphic designer Stefan Sagmeister. The print drive features 25 different executions to cater to local market sentiments.
Footprint:
Production company Passion Pictures Malaysia
Director Stefan Sagmeister
Director of photography James Cowley
Editor Marshall Raj
Post-production company Damon Duncan
Long run:
Production company Black and Cameron Shanghai
Director Tian Zhuangzhuang
Editor Brandon LaGanke
Post-production company Iceberg Design
Progess:
Production company E-Graphics
Director Ezra Wube
Director of photography Peter Short, Ezra Wube
Editorial Iceberg Design
Post-production company Iceberg Design
Credits:
Project Here for Good
Client Standarf Chartered Bank
Creative agency TBWA Singapore
Creative at large John Merrifield
Creative KC Chong, Eddie Azadi
Executive producer Haydn Evans
Agency producer Sariyanti Sannie
Group account director Jane Sandral
Account director Carol Tham
Media agency OMD
Composer Nicolas Van Vandooren, The Sound Cell
Exposure Television, print, outdoor, online
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