LIVING LONGER

TitleLIVING LONGER
BrandSTANDARD CHARTERED
Product / ServiceSTANDARD CHARTERED
CategoryA05. Use of Original Composition
EntrantTBWA\SINGAPORE, SINGAPORE
Idea Creation TBWA\SINGAPORE, SINGAPORE
Production SIXTOES TV Singapore, SINGAPORE
Production 2 REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Production 3 THE EDITORS Sydney, AUSTRALIA
Production 4 POSTMAN VFX Singapore, SINGAPORE
Production 5 SONG ZU SINGAPORE, SINGAPORE
Additional Company COMPANY 3 New York, USA
Additional Company 2 ALT.VFX Sydney, AUSTRALIA

Credits

Name Company Position
Hagan de Villiers TBWA\Singapore Executive Creative Director
Gary Steele TBWA\Singapore Executive Creative Director
Perry Essig TBWA\Singapore Global Creative Director
Raul Arantes TBWA\Singapore Creative Director
Eve Aw TBWA\Singapore Associate Creative Director
Robin Nayak TBWA\Singapore Chief Strategy Officer, Southeast Asia
Michele Bouquet TBWA\Singapore Global Strategy Director
Elissa Wong TBWA\Singapore Strategy Executive
Melissa Hill TBWA\Singapore Global Business Lead
Andrew Norris TBWA\Singapore Brand Manager
Rachael Wong TBWA\Singapore Brand Manager
Melissa Tam TBWA\Singapore Brand Executive
Gilda Orru TBWA\Singapore Project Man
Bruce Hunt Revoler Director
Lachlan Milne - Director Of Photography
Michael Lacano - Production Designer
Stephen Plesniak - Producer
Pip Smart Revolver Executive Producer
Cat Reynolds SixToes.TV Agency Executive Producer
Alexandre de Franceschi The Editors Offline
Janice Tay SixToes.TV Offline
Company 3 Company 3 Color Grading
Alt. VFX Alt.VFX Post Production
Mark Doney Postman vfx Flame Artist
SongZu Singapore SongZu Singapore Music Composition & Sound Design

Why is this work relevant for for Music?

We used a waltz (¾ time) to leave the viewers with a sense of magic and comedy, as it invokes in the listener images of elegant sliding around a ballroom, and this contrasts nicely with the old man slowly going about his day. 

It’s a little mischievous, pulling at the viewers’ sense of curiosity, leaving them to wonder, what's this old man up to? The sounds of a violin permeates the film, supported by piano, pizzicato and clarinet; beautiful, hopeful, so viewers can connect with the old man and follow him on his journey all the way to the end.

Background

60% of people will outlive their savings. And that’s not good enough. With lifespans doubling across the world, more people than ever are outliving their savings.

Describe the creative idea

What’s a bank got to do with it? We help people make better financial decisions earlier. So they can prepare for a longer life and enjoy it on their own terms. Because we’re not here for good enough, we’re Here for good.

Describe the strategy

Standard Chartered’s 2019 brand campaign is made of 3 stories that demonstrate what we do to live up to our promise of being Here for good. In this story, we challenge people to think about what the rise in global longevity means for them. Because while more people focus on health, few are prepared to financially sustain the increasing number of their golden years. So instead of reminding people yet again the common challenges surrounding retirement, we wanted to spin a positive note on this topic by showing them the possibilities it brings when someone has planned his golden age accordingly to his desires.

Describe the execution

Living longer is about enjoying life’s second chances. In our film, an old Asian man is on his way to the local university. When he arrives, he is respectfully greeted by the students. But is he a lecturer? We soon discover he’s a student just like them.

Describe the outcome

The work just got live so no results yet.

Links
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