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DBS uses irreverent idents to stir up interest in students-only service


By Charlotte McEleny, Asia Editor

February 13, 2020 | 2 min read

Asia’s largest bank DBS has launched Cheat Sheet, a students-only service of advice and offers and has turned to the ident to stir up interest.

A set of short animations were created as idents, each different in tone, style and technique, with a tongue-in-cheek playful theme running throughout.

Creative agency TSLA was brought on to create the campaign, while global animation house Final Frontier sought the animation talent needed to bring such a diverse set of skills and styles to the campaign.

The idea of using idents to promote the service came from nostalgia for famous uses of the medium by brands like MTV.

Mavis Neo, a partner at The Secret Little Agency, said: “We have fond memories of MTV idents which were the original pre-rolls of that time except that they were always superbly crafted and surprising. We wanted the same for the launch of Cheat Sheet, and specifically catered the idea, execution and even amplification of our idea for a student-only audience.”

According to Final Frontier, a wide range of techniques were used in creating the films, including stop motion, CGI, both 2D and 3D animation, and a hybrid of all styles.

“Our roster is a carefully curated and diverse selection of world-class, superstar artists that we love. To bring five of them together on one project, in which each had the freedom to showcase their own distinct style and personality, across multiple genres, is absolutely awesome,” said Gustavo Karam, executive producer, Final Frontier

All idents have the call to action for students to log in to Cheat Sheet, located on the DBS PayLah app.

Cheat Sheet by The Secret Little Agency

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