Standard Chartered is refreshing its commitment of ‘Here for Good’ in a new global campaign.
The brand promise, introduced in 2010, showed how a bank could be a force for good by promoting economic activity that has a positive social impact.
Over time, Standard Chartered took the direction of ‘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.
The campaign has already launched in markets in Asia and the United Kingdom across TV, digital, print, and outdoor media, working in partnership with media agency, Carat of the Dentsu Aegis Network.
Follow-up films will tell stories of how Standard Chartered partnered with companies and clients to overcome obstacles and deliver stronger performance, while making a positive difference by driving commerce and prosperity in markets across Middle East & Africa.
The new global brand campaign is created TBWA\Group Singapore.
“What is really exciting about the next chapter in ‘Here for good’ is that it’s deeply rooted in the Bank’s clients, employees and history and it’s not a marketing concept. It’s also about being in tune with what’s happening in the world and we’re recognizing that there is a lot that needs fixing. We set the bar high with ‘Here for good’. Now we are setting it higher,” said Emma Sheller, Global Head, Brand and Marketing.
Directed by 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.
“The film demonstrates Standard Chartered’s belief that if they constantly challenge themselves and their industry to be better, and if they never settle for good enough, then they’ll truly be ‘Here for good’,” said Hagan de Villiers, Executive Creative Director at TBWA\Group Singapore.
Creative Agency: TBWA\Group Singapore
Executive Creative Directors: Hagan de Villiers, Gary Steele
Chief Strategy Officer: Robin Nayak
Global Business Lead: Melissa Hill
Strategy Director: Michele Bouquet
Group Brand Director: Sol Zoleta
Brand Managers: Vanessa Soh, Justine Chng
Creative Directors: John Sheterline, Stuart Mills
Copywriter: John Sheterline
Art Director: Stuart Mills
Production House: Black Label Productions
Director: Asif Kapadia
Executive Producers: Haydn Evans (SixToes) / Dom Freeman (Black Label Productions)
Producers: Richard Mayo-Smith (SixToes) / Tim Wild (Black Label Productions)
Post Production: The Mill
Music Supervision: Theodore