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By Charlotte McEleny, Asia Editor

June 6, 2019 | 3 min read

Standard Chartered has launched an ad that aims to show that the brand’s purpose-driven story is not skin deep, by showing how it takes action against illegal poaching.

The brand has launched a video globally that explains how it uses its network and scale as a global bank to track the money in illegal poaching and report the activity to the authorities.

The ad, by TBWA Singapore, ties into a major brand campaign called ‘Here for Good’, which explains the brand’s position that a bank can be a force for good in the world.

Emma Sheller, global head of brand and marketing, Standard Chartered, said: “As a global financial institution, we function to help people and companies succeed, and for communities to prosper and thrive. But financial success cannot happen unless we take action against the things that are standing in its way."

"This story about the role a bank can play in shutting down illegal wildlife poaching is just one example of what ‘Here for good’ is about. We are proud of how this brand promise reflects our values and purpose and the real-time change we are making happen.”

The first phase of ‘Here for Good’ was launched in 2018 and focused on stories about issues that limit commerce and prosperity for people. The second phase, of which this latest ad is a part of, takes a deeper look at injustices and the limits on people in communities. An ad prior to the poaching story looked at sustainability and told a story of the brand’s link with the shipbreaking industry in Bangladesh.

Robin Nayak, chief strategy officer, TBWA\ Singapore, said: “‘Here for good’ is a bold platform for any company, never mind a bank - so throughout this work, we wanted to demonstrate Standard Chartered as a true bank of action, an institution both willing and able to tackle real global issues, using its influence to make things better.”

The poaching film was shot in Africa and aims to emotively tell the world how Standard Chartered’s Finance Crime Compliance team monitor transactions to help authorities crack down on money laundering in criminal activities such as illegal poaching.

Perry Essig, creative director, TBWA\ Singapore said: “What an amazing experience to get up close and personal with these gentle giants in their natural habitat. I only hope our campaign inspires others to join Standard Chartered in the fight against poaching and to challenge ourselves to do good.”

The ad will be shown online and via social, as well as TV, in-flight and in out of home ads. The campaign will run globally, launching in Hong Kong, Singapore, China, UAE, Kenya, Taiwan, UK, US and Germany.

Standard Chartered: advert-body-1 by TBWA

By Standard Chartered

Overall Rating 4/5

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