SINGAPORE — What does love look like in the quiet moments between generations? For POSB, it’s not just in the daily sacrifices, but in the small, intentional acts of financial planning that shape our shared future.
In a deeply evocative new campaign crafted in collaboration with The Secret Little Agency, Singapore’s most enduring bank invites audiences to rethink money not just as math but as meaning.
Titled simply around the theme of good money habits, the campaign is fronted by a hauntingly beautiful film by acclaimed Thai director Thanonchai Sornsriwichai, best known for his emotionally arresting storytelling. At its heart is a tender, bittersweet portrait of a mother-son relationship—one that transcends life itself to remind us that how we plan our finances today speaks volumes about how we care for tomorrow.
Against the backdrop of the recent Singapore Budget 2025 Statement, the campaign arrives as a poignant cultural commentary – intertwining art, emotion, and financial literacy. The story is simple yet profound: in death, we reflect on life. And in doing so, we see that love doesn’t just reside in words or gestures but also in preparing for what we leave behind.
“Through this film, we aim to broaden the concept of self-care to include prioritising our financial well-being. We have a responsibility not just to ourselves, but also to our loved ones, to plan our finances effectively and ensure a comfortable retirement. This is not a burden we want to place on those we care about. Neglecting our own financial wellness, even with the intention of caring for others, should not be seen as a selfless sacrifice. It is an important reminder that small, thoughtful steps can make a powerful impact, especially when it comes to managing money,” said Lim Bee Bee, Head of Marketing, DBS Consumer Banking Group.
“The unavoidable truth is that financial planning is the most powerful act of care that impacts not only ourselves but our loved ones too. We were often told this as kids, yet in the hustle and bustle of life, we’ve forgotten that the simple act of building good money habits goes a long way for our future,” said Nicholas Ye & Mavis Neo, Co-Chief Creative Officers, The Secret Little Agency. They added: “We saw a need to shift our focus back to create a nationwide movement centred around good financial habits that will serve us not only today but for the rest of our lives.”
The campaign will feature social, digital, OOH, and social activations with KOLs, running till mid-2025.
