TBWA\Singapore shows sustainability though the eyes of animals in Standard Chartered global campaign
Standard Chartered’s new global campaign via TBWA\Singapore launched with this spot, titled ‘Through Different Eyes’, filmed last year in Croatia, under challenging Covid-19 restrictions.
The film looks at the impact Standard Chartered’s sustainability efforts will have on nature, through the eyes of nature itself.
The campaign for directed by Cannes Grand Prix winning director Jaron Albertin of Smuggler Films and post-production studio Black Kite. Using a mix of real footage and CGI, the film takes viewers on a journey of sustainability, remarkably seen through the eyes of various animals including eagles, horses, rabbits, dolphins and a pelican.
The animals in this production were all under the care and watchful eyes of animal safety regulators, and were treated in accordance with all applicable laws and regulations ensuring that no animal was at risk or distressed during the shoot.
Seen through the eyes of these animals, the film gives audiences a wonderfully immersive experience.
Said 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 really fresh way to tell our story.”
Said Jaron Albertin, Director, Smuggler Films: “Our intention was to connect an audience with each animal’s point of view – and while this idea is quite simple, achieving it was more complex. The most challenging yet rewarding part of this experience was in learning to let go of a certain amount of control to the unpredictability of our animals. Parallel to the film’s messaging, our production had to learn to rely on the symbiotic dance
between nature and technology.”
The brand campaign launches using the evolved brand experience & identity created by global consultancy Lippincott and will run across worldwide media channels this month.
2021 marks TBWA\Singapore’s 17th year as global creative agency and brand strategy partner to Standard Chartered.
Credits
Executive Creative Director: Andy Grant
Global Creative Director: Asheen Naidu
Chief Strategy Officer: Robin Nayak
Global Business Lead: Melissa Hill
Group Brand Director: Benoit Freyburger
Brand Director: Ash Chaudhry
Strategy Director: Michele Bouquet
Senior Art Director: Robert Nelk
Senior Copywriter: Mark Peeters
Brand Manager: Sarah Teh
Brand Executive: Priscilla Lim
Strategy Executive: Lisa Oon, Zhang Weitian
Content Creators: Akanksha Nair, Danial Khalis
Agency Executive Producer: Sariyanti Sannie
Agency Producers: Deena Kamisan, Una Yoon
Senior Retoucher: Arris Wong
Production Company: Smuggler Director: Jaron Albertin
Executive Producer/MD: Fergus Brown Producer : Nick Fewtrell
DOP : Mattias Rudh Editor: Paul Hardcastle
Post Production: Black Kite Studios
Music Supervison: Sam MacNamara for Theodore Music UK
Music Track: ‘Where We Come Alive’ By Ruelle
Sound Design: Factory UK
Audio Post: Songzu
3 Comments
But this is pretty good.
Previous efforts on this account have been bad.
Looks like some little creatures sitting on the animals. Are they aliens visiting earth?
A tired execution desperately trying to cover for lack of an idea and substance.
Set aside 75 billion $? Big deal….might have made sense to showcase an actual
example of some concrete action that proved a community…I suspect no such
story exists…hence the vague statements.