Why Standard Chartered continues believing in banking with a cause
You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we consider a new campaign from Standard Chartered, which has launched a new global brand campaign.
Continuing with its established ‘Here for good’ tagline, Standard Chartered has launched a new global brand campaign, ‘Through Different Eyes’.
The just-launched campaign takes forward the ‘Here for good’ premise that has been the bank’s brand campaign for the last 10 years, showcasing how it could be a force for good by promoting economic activity with a positive social impact. Previous ‘here for good’ campaigns have focused on animal poaching and gender equality.
This iteration looks at the impact Standard Chartered’s sustainability efforts will have on nature, shot through the eyes of nature itself. The film deploys a mix of real footage and CGI, taking the audience through the eyes of various animals including eagles, horses, rabbits, dolphins and a pelican.
The campaign has been created by the brand’s creative agency of many years, TBWA\Singapore, in collaboration with award-winning director Jaron Albertin of Smuggler Films. Interestingly the film was shot in Croatia last year, under challenging Covid-19 restrictions.
According to Emma Sheller, global head brand and marketing, Standard Chartered, “this campaign is inspired by our own diversity and a shared vision for a sustainable future. We believe nature and progress can co-exist. And while our purpose remains to drive commerce and prosperity, our industry has an urgent responsibility to do things the right way.”
Standard Chartered has committed to financing $35bn of clean technology and renewables and $40bn of sustainable infrastructure by the end of 2024.
According to Asheen Naidu, global creative director, TBWA\Singapore, “there is a lot of talk around sustainability, but to cut through a sea of predictable messaging we wanted a different perspective. Allowing viewers to see the benefit of Standard Chartered’s sustainability efforts through completely different eyes, felt like a fresh way to tell our story.”
The brand campaign launches using the evolved brand experience and identity created by global consultancy Lippincott and will run across global media channels.
Deploying data to arrive at a creative route
TBWA created a thorough strategic approach anchored in data – and connected the findings to the bank’s proof points, to settle on creative that related to impacts consumers care about. With so many opinions on sustainability, the agency created a sustainability mind map based on the 17 United Nations Sustainable Development Goals (SDGs) to uncover key sustainability-related topics that were being searched for and talked about.
The data was sourced and analysed to understand public sentiment across a broad audience – from corporate and government leaders to individuals across our key markets in Asia, Africa and the Middle East.