Media: TV
Category: Finance & insurance
Client: Standard Chartered Bank
Agency: TBWA Singapore
Production: Black Label Productions
Country: Singapore
Director: Asif Kapadia
Executive Creative Director: Hagan de Villiers
Executive Creative Director: gary steele
Creative Director/ writer: John Sheterline
Creative Director/ art director: Stuart mills
Producer: Richard Mayo-Smith
Producer: Tim Wild
Executive Producer: Haydn Evans
Executive Producer: Dom Freeman
Chief Strategy Officer: Robin Nayak
Brand Manager: Vanessa Soh, Justine Chng (Global)
Global Business Lead: Melissa Hill
Group Brand Director: Sol Zoleta
Media Agency: Carat
Post Production Company: The Mill
Music Supervision: Theodore
Audio Post Production: 750MPH
Artist: Audiomachine
Synopsis:
Standard Chartered is launching a new global brand campaign created by TBWAGroup 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. 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.