Standard Chartered is launching a global campaign that takes its “Here for good” brand promise and poses a new tougher challenge: "Good enough will never change the world".
Launched in 2010, “Here for good” showed how a bank could be a force for good by promoting economic activity that has a positive social impact. The new campaign retains the original brand promise but sharpens the focus on how banks can help tackle some of the problems that stand in the way of global prosperity and commerce.
Behind the "Good enough will never change the world" campaign is an eighteen-month deep-dive into the values underpinning Standard Chartered and "Here for good". The project included hundreds of client interviews and collected inputs and values of Standard Chartered's 85,000 staff.
The campaign showcases a series of inspirational short films featuring people who accomplished extraordinary things because they wouldn’t settle for "good enough". The launch video, published today, stars Jamaican sprinter and Olympic champion Usain Bolt.
Standard Chartered will roll out the new campaign messaging from 30 April 2018 via TV, print and outdoor advertising. The new ads will run on platforms such as CNN, CNBC, Bloomberg, Channel NewsAsia and the BBC, including a content partnership with BBC Storyworks that will go live in June.
British Airways, Cathay Pacific, Emirates and Singapore Airlines flights will also carry the ads. The campaign will also appear on out-of-home billboards and radio. The campaign is for a duration of three years.
The campaign kicks off today in Hong Kong, Korea, Singapore, Taiwan and the United Kingdom. It will roll out in 2018 in phases across the rest of the Bank’s footprint. The agencies behind the campaign are TBWA, Carat and Edelman.
“I always say ‘never think limits’ and ‘anything is possible’. It is not enough to dream big – you need to push through barriers to realise your dreams. When you have an end goal in mind and you’re passionate about it, you can find the will and the strength to break through boundaries and achieve that goal," Bolt said.
Follow-up videos will tell stories of how companies and clients overcame obstacles to deliver stronger performance or make a difference in emerging markets across Africa, Asia and the Middle East.
“What is really exciting about the next chapter in ‘Here for good’ is that it’s deeply rooted in the Bank’s clients, employees and history” said Emma Sheller, Global Head, Brand and Marketing. “It’s also about being in tune with what’s happening in the world. We set the bar high with ‘Here for good’. Now we are setting it higher with ‘Good enough will never change the world’.”