Standard Chartered - The Collective Good – Progress - (2010) :60

Standard Chartered will today begin rolling out a global brand campaign focused on its commitment to being a positive force in the markets where it operates across Asia, Africa and the Middle East. The campaign will help to establish the Bank’s new brand promise, ‘Here for good’, underlining the Bank’s distinctive approach to international banking and creating a strong platform for continued growth.
Standard Chartered has delivered record income and profit for seven successive years, winning customers and market share, even during the financial crisis. The new brand promise captures the ethos that has driven this achievement, one which has remained consistent throughout the Bank’s 150-year history. A simple phrase with multiple meanings, ‘Here for good’ sums up Standard Chartered’s commitment to developing deep relationships with its clients and customers; its values, conduct and focus on sustainability; and its longevity, heritage and continued strong performance.
Peter Sands, Group Chief Executive, Standard Chartered, said, “Our brand is all about commitment. We’re here for good, to create value for our shareholders, to support and partner our clients and customers and to make a positive contribution to the broader community. We’re here for the long term. We don’t run when things get tough. We don’t dodge tough decisions and trade offs. This is the way we do business: it has underpinned our strategy and success for over 150 years across Asia, Africa and the Middle East; and it will be the foundation for our future.”
Here for good will help reinforce stakeholders’ understanding about what Standard Chartered stands for and it will also serve to focus employees on what they should live up to everyday. From helping families to secure their financial future to supporting communities to create a prosperous and sustainable future, Here for good is Standard Chartered’s promise and commitment.
The brand campaign will bring to life Standard Chartered’s longstanding commitment to its customers, clients and communities; the Bank’s deep local knowledge and heritage in the world’s fastest-growing economies; and its determination to build a sustainable business. The campaign, developed by advertising agency TBWA, will run globally in television, print, digital and outdoor media.
The campaign comes ahead of the Bank’s sponsorship of Liverpool Football Club from July 2010, which will significantly expand global awareness of the brand.

Project title: The Collective Good – Progress TVC
Client:  Standard Chartered Bank
Brief:  Brand Campaign
Creative agency: TBWA\Singapore    
Creative at Large:    John Merrifield
Creative:      KC Chong
Creative:     Eddie Azadi
Executive Producer:     Haydn Evans
Agency Producer:    Sariyanti Sannie
Group Account Director:  Jane Sandral
Account Director:     Carol Tham
Media agency:    OMD
Production company:      E-Graphics
Director:   Ezra Wube
Director of Photography: Peter Short / Ezra Wube
Editorial:  Iceberg Design
Post Production: Iceberg Design
Composer:   Nicolas Van Vandooren / The Sound Cell
Exposure (tvc, print, etc):     TVC, print, OOH & online