SINGAPORE – Standard Chartered’s new global brand campaign launches with a powerful film “Through Different Eyes” – filmed last year in Croatia, under challenging Covid-19 restrictions.
The film looks at the impact Standard Chartered’s sustainability efforts will have on nature, through the eyes of nature itself.
The campaign was created by TBWA\Singapore in collaboration with Cannes Grand Prix winning director Jaron Albertin of Smuggler Films and post -production studio Black Kite. Using a mix of real footage and CGI, the film takes viewers on a journey of sustainability, remarkably seen through the eyes of various animals including eagles, horses, rabbits, dolphins and a pelican.
The animals in this production were all under the care and watchful eyes of animal safety regulators, and were treated in accordance with all applicable laws and regulations ensuring that no animal was at risk or distressed during the shoot.
Seen through the eyes of these animals, the film gives audiences a wonderfully immersive experience.
Said Asheen Naidu, Global Creative Director, TBWA\Singapore: “There is a lot of talk around sustainability, but to cut through a sea of predictable messaging we wanted a different perspective. Allowing viewers to see the benefit of Standard Chartered’s sustainability efforts through completely different eyes, felt like a really fresh way to tell our story.”
Said Jaron Albertin, Director, Smuggler Films: “Our intention was to connect an audience with each animal’s point of view – and while this idea is quite simple, achieving it was more complex. The most challenging yet rewarding part of this experience was in learning to let go of a certain amount of control to the unpredictability of our animals. Parallel to the film’s messaging, our production had to learn to rely on the symbiotic dance between nature and technology.”
With a strong global network and key footprint in Asia, Africa and the Middle East, Standard Chartered’s investments target countries that are at most risk from climate change and minimise the negative impact of financing on the world at large. Standard Chartered is committing to financing USD35 billion of clean technology and renewables and USD40 billion of sustainable infrastructure by the end of 2024.
The launch of this global brand campaign is an evolution of the Bank’s long-term commitment of here for good. “Through Different Eyes” marks the beginning of a new series of brand communications for Standard Chartered demonstrating how finance can be used as a force for good to help sustainable development, economic growth and job creation.
The brand campaign launches using the evolved brand experience & identity created by global consultancy Lippincott and will run across worldwide media channels this month.
Said Robin Nayak, Chief Strategy Officer, TBWA\ Singapore+SEA: “Banks talk a good game, but often do very little. Standard Chartered is a bank of action and we wanted to demonstrate how it lives up to its promise of here for good, by taking the global lead on the things that matter most, in the places they matter most”
Said Emma Sheller, Global Head Brand & Marketing, Standard Chartered: “Through Different Eyes” is inspired by our own diversity and a shared vision for a sustainable future. We believe nature and progress can co-exist. And while our purpose remains to drive commerce and prosperity, our industry has an urgent responsibility to do things the right way.”
2021 marks TBWA\Singapore’s 17th year as global creative agency and brand strategy partner to Standard Chartered.
