The film Through Different Eyes
aims to signal a new chapter in the bank's commitment to financing sustainability where it is needed most.
Standard Chartered's campaign was filmed in 2020 in Croatia, under challenging Covid-19 restrictions, says the bank.
The campaign was created by TBWA \ Singapore in collaboration with Cannes Grand Prix
winning director Jaron Albertin of Smuggler Films. Using a mix of real footage and CGI, the film takes viewers on a journey of sustainability, seen through the eyes of various animals including eagles, horses, rabbits, dolphins and a pelican.
Cameras were attached to the animals, all under the care of animal safety regulators, giving the viewer the experience.
"There is a lot of talk around sustainability, but to cut through a sea of predictable messaging we wanted a different perspective. Allowing viewers to see the benefit of Standard Chartered's sustainability efforts through completely different eyes felt like a really fresh way to tell our story," says Asheen Naidu, global creative director at TBWA \ Singapore.
"Our intention was to connect an audience with each animal's point of view and, while this idea is quite simple, achieving it was more complex. The most challenging yet rewarding part of this experience was in learning to let go of a certain amount of control to the unpredictability of our animals," says Jaron Albertin, director at Smuggler Films.
"Parallel to the film's messaging, our production had to learn to rely on the symbiotic dance between nature and technology," adds Albertin.
With a global network and key footprint in Asia, Africa and the Middle East, Standard Chartered says that its investments target countries that are at most risk from climate change and minimise the negative impact of financing on the world at large.
The bank adds that it is committing to financing USD$35-billion of clean technology and renewables and USD$40-billion of sustainable infrastructure by the end of 2024.
"Through Different Eyes
marks the beginning of a new series of brand communications for Standard Chartered, demonstrating how finance can be used as a force for good to help sustainable development, economic growth and job creation," the bank says.
The brand campaign launches using the brand experience and identity created by global consultancy Lippincott and will run across worldwide media channels.
"Through Different Eyes
is inspired by our own diversity and a shared vision for a sustainable future," says Emma Sheller, global head brand and marketing at Standard Chartered.
"We believe nature and progress can co-exist. And while our purpose remains to drive commerce and prosperity, our industry has an urgent responsibility to do things the right way," concludes Sheller.
2021 marks TBWA \ Singapore's 17th
year as global creative agency and brand strategy partner to Standard Chartered.
The Through Different Eyes
film is available for view here
For more information, visit www.sc.com
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