This work, developed by TBWA, introduced the world to the bank’s brand belief of being committed to the people, progress and longevity of the markets that it operated in. It challenged the status quo, by asking whether simply by doing good, can a bank in fact be great?
A boldly executed campaign that ran in TV, print, outdoor and digital, it quickly became a definitive campaign of its era, helping set Standard Chartered apart in an industry tarnished by excess.
In the years since its launch, it has helped give the bank a clear purpose and created a strong emotional bond with its customers.
So, can a bank really stand for something? Here for good provided proof that it most certainly could.