Standard Chartered empowers youth by tackling inequality via new TBWA\Singapore campaign
In line with Standard Chartered’s commitment towards building a more sustainable and equitable future, the bank releases its latest ‘Lifting Participation’ brand campaign, which shares the Bank’s story of supporting and nurturing over 650,000 young people from low-income communities, inspiring and empowering them to learn, earn and grow.
The story has been brought to life by creative global agency TBWA\Singapore and production company Sweetshop.
Studies have shown community disparities can cause imbalance in life chances and individual outcomes, and it has been well-documented that the COVID-19 pandemic and climate change have exacerbated the challenges surrounding inequality. Changes to the labour market have also had a disproportionate impact on marginalised groups within our communities, especially young people, women and people with disabilities.
For these reasons, Futuremakers by Standard Chartered for the last three years has brought stakeholders together to build partnerships, which have created opportunities for young people across (Number of Markets) living in low income communities.
With rising inequality bringing new divides to light, the TBWA\Backslash Asia Team also identified the ‘Gap Collapse’ as the next big market opportunity to re-balance the scales by unlocking access. Aligning with Standard Chartered’s long-term ambitions for driving change in financial inclusion where it matters most, TBWA\Singapore created the ‘Lifting Participation’ campaign to spread one of the Bank’s beliefs that ‘how you start in life shouldn’t determine what you do in the future’.
The Gap collapse is just one of 36 global cultural shifts identified in TBWA Backslash’s 2022 Edges Report. Get the full report here.
Joshua H Walker, Director at Sweetshop, said: “This campaign acknowledges the industrial and social issues currently plaguing our world, and creatively chooses to instil hope and optimism for tomorrow. From our very first scene in the film, our approach unearths an alternative way of looking at the world, where the positive and the magical beauty lives inside the negative. We never deny the problem; instead, we look at it from a new perspective – the potential for magic and change.”
“We wanted to inspire and educate the Bank’s target audiences on how Standard Chartered is taking actionable steps to live up to its brand promise to be here for good. Futuremakers, our global initiative to tackle inequality by promoting greater economic inclusion in our markets, is working towards empowering our vulnerable youth and helping to provide them equal opportunities.” said Sarah Hagan, Global Head, Corporate Affairs, Standard Chartered Bank.
“Using a sense of magical surrealism as a visual technique, it shows how Standard Chartered always sees potential for positive, and empowering change even in the hard circumstances faced by low-income communities around the world.” said Asheen Naidu, Global Creative Director, TBWA\Singapore.
Using a stunning visual merger technique, the sometime harsh realities of the world are mixed with surreal glimpses of hope to depict potential for a better tomorrow and to empower young people around the world. Combined with a track and voiceover that explains the actionable steps that Standard Chartered is taking, it strives to bring forth a positive and uplifting rallying call for a better future to come.
Creative Agency: TBWA\Singapore
Executive Creative Director: Andy Grant
Global Creative Director: Asheen Naidu
Chief Strategy Officer: Robin Nayak
Global Business Lead: Melissa Hill
Brand Director: Sally Kingi
Strategy Director: Michele Bouquet
Associate Creative Director: Kooichi Chee
Art Director: Zachary Desker, Weiyang Chua, Danielle Tong
Copywriter: Yashanti Yap
Associate Brand Director: Atiqah Haroon
Brand Manager: Jayne Rajendran, Seana Carter
Brand Executive: Kira Satwant
Strategy Executive: Hongwei Lee
Agency Executive Producer: Sariyanti Sannie
Agency Producers: Clio Goh, Joelle Goh
Senior Retoucher: Arris Wong, Kat Toh
Production Company: Sweetshop
Director: Joshua H Walker
Managing Director: Laura Geagea
Producer: Jess Bell
Production Manager: Harriet Jane Towler
Post Producer: Nikolas Aulich
DOP: Sebastian Pfaffenbichler
Line Producer: Thanyathorn Thamma (Aui)
Production Manager: Suleeporn Suphawan (Ivee)
Production Coordinator: Mayticha Kaensa (May)
1st Assistant Director: Thanawat Chotronnaphat (Yo)
Art Director: Mesa Saptawon
Asst. Art Director: Somchai Soda (Lek)
VFX Production: Fin Design + Effects, Singapore & Shanghai
Executive Producer: Emma Daines, Johan Polhem
Senior VFX Producer Singapore: Caryne Chia
Senior VFX Producer Shanghai: ChyeYee Chow
Production Assistant: Kasey Low
Head of VFX: Segundo Fernandez
Head of 3D: John Svensson
3D Artists: Carlos Loggiodice, Elia Gardella, Rubick Yang, Fausto Ruiz
Head of 2D: Joseph Tsang
2D Artists: Echo Zhao, Alison Feng, Camille Shen, XiaoXu Ran, Steve Shen, Nako Chang