Standard Chartered: Here for good

Standard Chartered Bank used a mixed-media campaign to refresh its brand image as a force for good and drive brand preference and engagement in China, Hong Kong and Pakistan.

Campaign details

Brand: Standard CharteredBrand owner: Standard CharteredLead agency: TBWA\SingaporeContributing agencies: CaratCountry: Asia (general region)Industries: BanksMedia channels: Cinema, Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 3 - 5 million

Executive summary

Who wants to watch another ad for a bank? How do you refresh the corporate image of a challenger brand for a category deemed boring and unattractive?

In a world where everyone wants to be authentic, we realised the answer was hidden in plain sight: Standard Chartered (SC) had been claiming it is 'Here...

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