Bank of Singapore champions and urges for daughters to be seen as leaders

Bank of Singapore has launched the second edition of its brand campaign, "For every generation", to highlight its commitment as Asia’s global private bank to serve every generation with its global expertise. At the heart of the campaign, done in collaboration with Goodfellas and Atypicalfilms, is a 60-second film titled "Building your legacy for every generation", told from the perspective of John, the eldest son of a successful entrepreneur.

The film follows the John's journey from a young age, highlighting his relationship with his father and younger sister. He noted that his sister helped build their family business while he was sent oversees for an education, however, he was later called back home as his father was set to retire from running their company.

Don't miss: Hong Leong Bank sparks joy and smart financial habits with Raya music video

As the father introduces his successor to a boardroom, John is seen walking through the doors, with his sister following close behind. She is then named the new chief executive officer (CEO) of the company, highlighting the message that legacies need to be earned, not inherited.  The campaign was executed across multiple platforms including online, print, social media, out-of-home billboards, TV, and inflight in Bank of Singapore’s core regions such as Southeast Asia, Greater China and the Middle East.

“The second edition of the brand campaign, along with last year’s campaign, is part of Bank of Singapore’s strategic efforts to revitalise its brand. Through this campaign, Bank of Singapore aims to engage its clients in a more meaningful way while increasing brand awareness, strengthening its reputation, and cultivating sustainable growth," said Ow Yong Weng Leong, managing director, group brand and comms, OCBC. 

In tandem, Patrick Low, founder and creative partner of Goodfellas said, "Our brief was to build on last year’s theme of shared Asian values in succession planning, emphasising that legacies are earned, not inherited. This year, we took a deeper look at the true meaning of inheritance—through the lens of John, the eldest son of a successful entrepreneur."

Similarly, Desmond Tan, film director and founder of Atypicalfilms said, "From a storytelling perspective, it was an opportunity to craft a narrative that spanned decades and continents; A sweeping tale of family, legacy, and the enduring power of values with a little twist in the end."

In conversations with MARKETING-INTERACTIVE, a Bank of Singapore spokesperson said the campaign places the company's clients at its core, positioning Bank of Singapore as a bank that shares and builds on the same values embraced by clients.

"It acknowledges the common values that our clients share, despite hailing from different parts of the world: the importance of family and the desire to build and sustain a legacy that endures for generations. It also celebrates the shared, traditionally Asian value of earning one’s legacy," they added. 

The spokesperson also said that the campaign reflected the evolving dynamics within the industry and among the bank’s clients, specifically the growing presence of daughters taking on an increasingly larger role in family businesses, just as much as sons.

Bank of Singapore isn't the only bank to launch heartwarming films in recent times. Across the border, RHB Bank looked to redefine the true meaning of wealth in its inspirational film released on 15 January for Chinese New Year (CNY) this year. In collaboration with its creative agency FCB Shout, the five-minute film titled "Wealth" tells the true story of Tan Swee Ban, founder of Peace & Harmony Home a not-for-profit nursing centre in Penang that looks after the sick and neglected elderly.

Told from the perspective of Tan's mother, the film explores the conflicted emotions of a parent who had to witness and support her son sacrifice his career, house, time and health in order to serve those in need.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:   
Income Insurance ad features 'unproud parents' to push critical illness cover         
AEON Bank gamifies loyalty with strategic partnerships to boost digital payments       
Following last year's Huat perfume, DBS Bank makes a move into home fragrance this CNY