Brief
What wealth matters the most?
Standard Chartered Bank is launching their new Wealth $aver account for the HNWI sector, it is one of the major product launches after pandemic for such sector. We were tasked to come up with a concept that extends from their existing theme of What Wealth Matters The Most.
We have conceptualise a main video and key visual, and adapted them into several formats for different channels, including Out Of Home advertisement.
Use passcode “i12c” to watch the video.
Process
From awareness to tactical
At the start of the project, the direction was to communicate in an aspirational approach, though at the end we have to inject a lot more tactical messaging.
Based on the psychographic and behaviour of our target audiences, and the product focus on education and retirement, we have aligned the angle towards wealth is more than accumulating assets, it is about passion and pursuit of greater experiences in life.
By creating a simple hook to question the audience on their definition of wealth, we invite them into the conversation on what matters most, and how Standard Chartered Bank will enable them to achieve that.
The Team
General Approach – This project occured during the pandemic, where we were restricted on the production approach. We managed to achieve the impossible by carefully curate a series of stock footages and unify them with a strong narratives and motion graphic.
Creative & Art Direction – Darren, Sugiarto & Waitak
Copywriting & Script – Natalie
Storyboarding – Darren
Post Editing – Ryan
Key Visuals – Sugiarto
