TBWA\Group Singapore creates new global brand ‘champions’ campaign for Standard Chartered

Standard Chartered has launched a new global brand campaign created by TBWA\Group

Singapore, refreshing the bank’s commitment of being ‘Here for good‘.

The brand promise was introduced in 2010, and showed how a bank could be a force for

good by promoting economic activity that has a positive social impact.

But as the world progressed, Standard Chartered recognised that it must too, with a bold

new direction – ‘Good enough will never change the world.’ The new campaign retains the

original brand promise but sharpens its focus on how banks can help tackle some of the

problems that stand in the way of global prosperity and commerce.

VIEW THE SPOT

“What is really exciting about the next chapter in ‘Here for good’ is that it’s deeply rooted in

the Bank’s clients, employees and history and it’s not a marketing concept,” said Emma

Sheller, Global Head, Brand and Marketing. “It’s also about being in tune with what’s

happening in the world and we’re recognising that there is a lot that needs fixing. We set the

bar high with ‘Here for good’. Now we are setting it higher with ‘Good enough will never

change the world’.”

Directed by award-winning film-maker Asif Kapadia, the launch film named ‘Champions’,

stars world record holder and Olympic champion Usain Bolt as part of a series of

inspirational short films featuring people who accomplished extraordinary things because

they didn’t settle for good enough.

“The film demonstrates Standard Chartered’s belief that if they constantly challenge

themselves and their industry to be better, and if they never settle for good enough,

then they’ll truly be ‘Here for good’,” said Hagan de Villiers, Executive Creative Director at

TBWA\Group Singapore.

Follow-up films will tell stories of how Standard Chartered partnered with companies and

clients to overcome obstacles and deliver stronger performance, whilst making a positive

difference by driving commerce and prosperity in markets across Asia, Africa and the Middle

East.

“Behind the campaign was an eighteen-month deep-dive into the brand. We worked closely

with the bank to redefine its purpose, then helped them reshape a set of values that underpin

‘Here for good’, and finally establish what it means in today’s world,” said Robin Nayak, Chief

Strategy Officer, TBWA\Singapore & SE Asia. “The new campaign encapsulates the bank’s

core belief, while providing a great platform to celebrate and inspire through remarkable

real-life stories.”

Credits –

Media: Carat