Leo Singapore and Standard Chartered unveil new platform inspiring action in pivotal moments

Standard Chartered has unveiled its latest global brand platform, ‘Now is your time’, a call to act with confidence in pivotal moments, backed by a global bank that empowers you to move first and move boldly.

The platform builds on Standard Chartered’s rich heritage and expertise in investment, trade and wealth corridors that connect capital and commerce to opportunities across the world’s most dynamic markets. Featuring TikTok sensation and child prodigy violinist Yeonah Kim, the campaign brings this message to life through moments of ambition and achievement.

The launch campaign, created in partnership with Leo Singapore, reflects these pivotal moments — a decision, a leap, a shift — where Standard Chartered enables clients to translate bold ambition into real-world opportunity and move forward with confidence.

The centrepiece film, ‘Ode to Now’, dramatises these moments through four unique characters and their path to success:

Li Wen – an affluent, ambitious businesswoman who invests in what matters most – her daughter, a young violin prodigy seizing her moment on the global stage.

Yeonah Kim – the real-life violin prodigy who plays Li Wen’s daughter, taking centre stage at a packed-out concert performance and embodying the ambition and confidence that comes from seizing your moment. Well known for her virtuoso performances that have achieved millions of social media views, Yeonah performed the soundtrack live during filming with the Malaysian Philharmonic Orchestra. As the campaign develops, audiences can look forward to seeing more of Yeonah through behind-the-scenes and exclusive social media content.

Rahul — a corporate investor who is first to act on an opportunity in a dynamic market; while others hesitate, he moves decisively.

Zahra — an engineer with a bold vision for the future, who confidently seizes the right moment to pitch her idea.

“Standard Chartered has deep roots in the world’s fastest-growing economies which enables us to connect our clients’ ambitions to real opportunities. ‘Now is your time’ celebrates that we’re here for those who choose to make things happen. Yeonah Kim, our incredible young violinist, has captured our hearts, and we are proud to see her take centre stage in the campaign,” said Sarah Hagan, Global Co-Head of Corporate Affairs, Brand and Marketing at Standard Chartered.

The campaign’s key visuals feature dynamic imagery that captures the power of acting with confidence at pivotal moments to drive success. This global campaign leverages an upgraded brand design system creating an aspirational visual identity that will deliver consistency across all touchpoints and markets.

“Financial services advertising is crowded with glossy images of success, fixated on the end result,” said Asheen Naidu, Group Executive Creative Director, Leo Singapore. “We chose instead to focus on the real-world moments that come before it — the grit, the vision, the determination. Those moments gave us a visual language and an authentic tone for the Standard Chartered brand that reflect the energy and momentum that come from having the right support.”

Now is your time launches globally across out-of-home, regional television, digital platforms, and premium publishers. Find out more here.

Credits
Client: Standard Chartered
Global Co-Heads, Corporate Affairs, Brand & Marketing: Sarah Hagan and Eva Ang
Global Head of Brand Management and Activation: Jennifer Kang Global Head of Insight, Planning and Brand Strategy: Tim Hulbert
Global Brand Marketing Team: Shiv Taneja, Amelia Tan, Chloe Chua and Dennis Goh
Agency: Leo Singapore
Group Executive Creative Director: Asheen Naidu
Creative Directors: Gayle Lim, HuiJing Chen and Karen Muck
Copy Writers: Natalie Tay and Alicia Goh
Designers: Cat Chia, Jason Siew and Gary Tan
Producers: Bettina Feng, Debra Wong and Shirree Chee
CEO: Joanne Theseira
Global Client Management and Delivery: Rosalind Lee, Mark Teal, Adela Andrei, Kinzah Iqbal, Kira Satwant, Madonna Koh, Maisarah Sairon and Leonda Lee
Planning Directors: Alex Erasmus and Valerie Wang
Operations Director: Michelle Tan
Production
Director: Joshua H. Walker
Photographer: João Canziani
Production Houses: Clockwork Films, Squeak E Clean, Ten Eighty, Seven Sundays, Heckler and Prodigious