Standard Chartered: Zeronomics – financing the transition to a net-zero world

Man Bites Dog, a communications company, generated positive press for the bank Standard Chartered by creating the Zeronomics campaign to encourage companies to reach net-zero carbon emissions.

The assignment

With climate change top of the business agenda, Standard Chartered challenged Man Bites Dog to create an integrated global campaign to promote the Bank's sustainable finance offering by positioning it as a thought leader and supporting its ambition to engage corporate customers and investors on their net-zero transition strategies.

The campaign had three core objectives:

  1. Differentiation: Owning authentic communications green space across the Bank's international footprint.
  2. Reputation: Generating cut through in top tier business media and reinforcing Standard Chartered's brand promise: "Here for good."
  3. Engagement: Delivering engaging...

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