The Secret Little Agency turns Singapore into a world of colour for DBS Chromo Card launch

To launch its new DBS Chromo Card created for young adults aged 21 to 29, DBS Bank has unveiled ‘Live in Full Chromo’, a bold, multi-sensory campaign designed to turn Singapore’s everyday spaces into an explosion of colour. Inspired by the different sides of young adulthood, the campaign reflects a stage of life where interests, priorities and lifestyles can shift quickly. Developed by independent creative agency The Secret Little Agency, ‘Live in Full Chromo’ installs a series of guerilla light installations across the city, and sends a fleet of Chromo-branded bicycles onto the streets to light up everyday routes with colour.

At the heart of the campaign is “Chromotion”, a Chromo Bike Ride and Afterparty held on 17 September, that reflects how young adults move fluidly between different interests and sides of their lives. Moving from staying active to letting loose, the experience took guests on a DJ-led night ride through Marina Bay before switching gears for an afterparty at RASA Space – bringing the different dimensions of young adulthood together in a single evening.

In partnership with bike-sharing operator Anywheel and local artist Lee Wei Lieh of Very Small Exhibition, DBS transformed a fleet of public bicycles into moving worlds of colour. For one night only, these bikes coloured the streets of Singapore with an exclusive Chromo DJ Bike Ride, produced with creative studio Wild Pearl and led by DJ Hammy, through the city’s newly-lit installations including Marina Barrage, Benjamin Sheares Bridge, and Marina Bay Waterfront. The ride culminated at RASA Space in Raffles Place with the Chromo Afterparty, a colour-themed celebration featuring sets from DJs chael en and Prem, bringing together young adults to mark the card’s launch.

The campaign also features a limited-edition Chromera digital camera, designed to let young adults see and capture the world in different shades. The compact camera comes preloaded with a set of colour filters inspired by the card’s own spectrum, turning everyday moments into vibrant, Chromo-tinted snapshots. The cameras were given to partygoers at the Chromation Afterparty, and seeded to Gen Z creators to capture and share their lives in colour, extending the Chromo world beyond the ride and party into their everyday moments.

“Young adults in their 20s move between different interests and experiences, and their spending habits evolve along with them. That insight shaped both Chromo and how we chose to bring it to market. The card automatically rewards them based on where they spend the most, while ‘Live in Full Chromo’ celebrates the many sides of young adulthood – from staying active to letting loose – through colour, movement and experiences. The campaign ultimately brings the spirit of the card into the everyday experiences and spaces that matter to them,” said Lim Bee Bee, Head of Marketing, DBS Singapore Consumer Banking Group.

“Live in Full Chromo reflects the fluidity of being a young adult today, the same way the DBS Chromo Card adapts to their spending shifts. We wanted a launch that feels less like a bank campaign and more like a moment the city couldn’t ignore,” said Nicholas Ye and Mavis Neo, Co-Chief Creative Officers at The Secret Little Agency. The campaign extends across OOH, social and digital platforms, showing up where it matters for young adults.

Launched on 5 September, Chromo is the first credit card in Singapore that is designed to automatically adapt to the ever-changing spending patterns of Gen-Zs aged 21 to 29. Cardholders can earn higher cashback on their top two local spending categories each month without the hassle of having to select or change preferred categories in advance. This allows cardholders to maximise their rewards based on where they actually spend most each month. Chromo cardholders can also enjoy curated offers across popular categories including travel, shopping and dining. These include discounts of up to 50% on selected deals with brands such as Trip.com, Agoda, Klook, Shopee, TikTok Shop, Birds of Paradise and Haidilao, as well as partner merchant offers in key travel destinations including Malaysia, Japan and South Korea.

For more information on DBS Chromo Card, click here.