DBS, Digital Sea trade bling for meaning in new Vantage campaign

In an industry often preoccupied with prestige and material markers of success, DBS Indonesia and creative agency Digital Sea are taking a more reflective turn. Their new campaign for the DBS Vantage Credit Card trades glossy aspiration for something deeper: a call to reframe the very idea of wealth.

Titled ‘Have you ever’, the campaign invites viewers to consider wealth not as a portfolio, but as a lived experience - comprising time, freedom, connection, wellbeing, and impact. It’s a clear departure from conventional banking ads that centre on premium perks or status symbols.

“This philosophy is at the heart of DBS Vantage’s ‘Have you ever’ campaign - a call to introspection,” said Bellamia Agustina, general manager of Digital Sea. “It’s not about redefining luxury, but recognising the wealth that transcends material value. That’s why the tagline ‘For a life that is truly well-lived’ perfectly captures the essence of this campaign.”

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The campaign’s narrative emerged from a close creative collaboration between Agustina and Jerry Soerya, executive creative director at Digital Sea. Seeking to craft something more human than transactional, they enlisted renowned artist Davi Linggar to direct the film - whose cinematic sensibilities infuse the work with emotional resonance.

While the financial sector is no stranger to lifestyle messaging, DBS and Digital Sea are betting that emotional intelligence - not just affluence - defines modern wealth.

“I’m proud how this campaign shifts banking advertising to a more human, poetic, and cinematic space,” said Soerya. “We moved away from product-first execution to create something personal and meaningful, proving that even in banking, we can tell meaningful stories.”

“This campaign allows us to reinforce DBS Indonesia’s distinct approach - one that moves beyond the conventions of traditional banking,” added Diah Febriana Risanti, executive director of marketing and technology, consumer banking at DBS Indonesia. “As a trusted wealth partner, we aim to spark a different conversation in a world where success is often measured by material wealth - one that prioritises depth over display, meaning over status, and a legacy that transcends the tangible.”

DBS Indonesia, the local arm of Asia’s leading financial group DBS, brings the weight of its Singaporean roots and regional strength to bear in one of Southeast Asia’s most dynamic markets. With a reputation for digital innovation and a network spanning 19 markets, DBS serves everyone from individual consumers to corporates and SMEs.

Behind its latest campaign is Digital Sea, the creative agency representing global heavyweights such as McCann and FCB in Indonesia, with a mission to deliver sharp brand strategy and scalable production for brands.

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