DBS tackles scams and inequality in new season of ‘Sparks’

DBS has launched the fourth season of its award-winning web series Sparks, turning the spotlight on scams targeting vulnerable groups and the barriers faced by persons with disabilities.

The new season, inspired by true stories from DBS clients and employees, follows a team of young bankers navigating work and life while addressing urgent societal challenges.

In line with its push to create impact beyond banking, DBS is using the latest season to highlight issues such as scams preying on seniors and the emotionally vulnerable, and the lack of access to meaningful work for persons with disabilities.

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Season four draws from real initiatives, including the bank’s anti-scam team and DBS Foundation grant recipient Inclus, a social enterprise that connects persons with disabilities to employment opportunities. Episodes also touch on DBS’ efforts to protect elderly clients from financial exploitation.

For the first time, DBS is also weaving the series into its outreach efforts. Snippets from the series will be used in scam awareness and digital literacy workshops for seniors, as well as DBS Foundation’s nutrition and social connection programme. Clips will be screened during sessions, with guided discussions to help participants recognise and respond to scams.

Returning cast members include Adrian Pang, Jamie Xia, Andrew Marko and Chew Wei Shan. New faces this season include Loke Meng Chue, Asher Su, Aaron Mossadeg, Dione Tan and Jason Goldwin Chang.

Karen Ngui, head of DBS Foundation and group strategic marketing and communications, said, “This new season of Sparks surfaces some of the most urgent issues facing society today — from scams to the realities of rapidly ageing societies. At DBS and DBS Foundation, we are now integrating Sparks into our community programmes to better inform, protect and empower.”

“We’re honoured to be part of Sparks and Behind the Spark. The stories reflect what we believe – that inclusion is about seeing potential in every person and removing the barriers that hold them back. We hope our story will help inspire others that even small steps – when taken together – can build something much greater," added Shaun Tan, co-founder of Inclus. 

Since its launch in 2016, Sparks has racked up over 1.5 billion views and 86 million digital engagements, bagging multiple global awards along the way, said DBS in a statement seen by MARKETING-INTERACTIVE. 

It's third season, released in 2022, demonstrated how DBS is a different kind of bank for the post pandemic era.  Viewers learnt more about what it’s like working at DBS that is more like a technology company, less like a conventional bank, along with its agile startup culture that promotes innovation and collaboration, resulting in transformative digital solutions that delight customers.

DBS has been building its "Sparks" brand for almost a decade. Most recently, the bank unveiled its "Trust your spark" regional campaign covering key markets including Singapore, China, Hong Kong, India, Indonesia, and Taiwan. 

The campaign went full speed ahead in Singapore last year when the brand hijacked the campaign tagline with a message to local athlete and Olympian Maximilian (Max) Maeder after he snagged a bronze medal in kitefoiling at the Paris 2024 Olympics. 

The ad appeared on the front page of the Straits Times on 10 August, one day after Maeder's win. In it, DBS changed to its “Trust your spark” tagline to read, "Trust your spark to the Max, Singapore."

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