Approach: We worked with TBWA Asia Pacific and several other talented individuals and organizations to produce this television ad. Our approach was to communicate a relatively simple message around Standard Chartered’s statement, “Here for good,” in a way that was new, playful and had relevance to a broad audience in Asia, Africa and the Middle East. The result was a typographically driven, collaborative endeavor that spanned many locations, landscapes and custom typefaces.

Effectiveness: Both the client and our partners at TBWA were incredibly excited about the final ad spot. We felt that the message was particularly resonant and would be culturally relevant and meaningful across a diverse group of nationalities, religions and individuals.

Expressed the corporation’s values and intentions beautifully. Beautiful design backed up with a sincere message. High production value. Meaningful typography.