BILLBOARDS FOR GOOD

TitleBILLBOARDS FOR GOOD
BrandSTANDARD CHARTERED BANK
Product / ServiceCORPORATE BRAND
CategoryA03. Best Use of Outdoor
EntrantTBWA\TEQUILA SINGAPORE, SINGAPORE
Entrant Company:TBWA\TEQUILA SINGAPORE, SINGAPORE
Advertising Agency:TBWA\TEQUILA SINGAPORE, SINGAPORE
Media Agency:OMD SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
John Merrifield TBWA\Tequila Singapore Creative at Large
Eddie Azadi, James Holman TBWA\Tequila Singapore Copywriter
KC Chung, Reginald Ocampo TBWA\Tequila Singapore Art Director
Joanny Wong, Joanna Lim, Bobby Koh TBWA\Tequila Singapore Print Production
Jean Abideen TBWA\Tequila Singapore Art Buyer
Jane Sandral, Chris Galea TBWA\Tequila Singapore Account Supervisor
Carol Tham, Minah Lim TBWA\Tequila Singapore Account Manager
Robin Nayak TBWA\Tequila Singapore Planner
Aruna Natarajan, Jason Lima, Luis Ferrer Jusi, Nitya Varma, Paolo Avis, Leela Na OMD Media
Susan Ho, Nicola Apostolis Standard Chartered Bank Client Supervisor

Results and Effectiveness

• With OOH coverage comprising 300 sites in 30 countries, the bank committed to recycling every billboard. • Prevents tons of billboard material from being sent to landfills. • The bank's carbon footprint is further reduced. • Standard Chartered lives up to being Here for good.

Creative Execution

When it came to our billboards, vinyl material would be recycled and repurposed to create bags for schools, as well as protective tarp and industrial wraps for warehouses, farms and small businesses. Nothing would be wasted as every inch of our billboards could live on for longer.

Insights, Strategy and the Idea

Nobody believes in banks anymore. With financial institutions falling out of favour, what do we convey to an audience of naysayers and skeptics? What difference can an outdoor campaign make? While its peers posted record losses, Standard Chartered Bank was unaffected. By doing things right and doing the right things, they avoided financial weapons of mass destruction. In view of this, we wanted to tell the world Standard Chartered is Here for good. But words are only words. We had to demonstrate Here for good in the delivery of the communication. So we developed an initiative called Billboards for good which gave outdoor a greater role.