Standard Chartered has introduced a new global brand platform, ‘Now is your time’, encouraging clients to act with confidence during pivotal moments. The platform highlights the bank’s role in enabling individuals and businesses to move early and decisively, supported by its global network and experience in investment, trade, and wealth corridors across key markets.
The launch campaign, created in partnership with Leo Singapore, is centred around a short film titled ‘Ode to Now’. It features four individuals navigating key moments in their personal and professional journeys.
Among them is Li Wen, a businesswoman investing in her daughter’s future. Her daughter is portrayed by Yeonah Kim, a violinist known for her performances on social media. Kim plays herself as a child prodigy preparing for a concert performance. She also recorded the soundtrack live with the Malaysian Philharmonic Orchestra. The campaign will include behind-the-scenes and social media content featuring Kim.
Other characters include Rahul, a corporate investor who acts on a market opportunity, and Zahra, an engineer who presents her idea at a crucial moment.
"Standard Chartered has deep roots in the world's fastest-growing economies which enables us to connect our clients' ambitions to real opportunities. ‘Now is your time’ celebrates that we're here for those who choose to make things happen. Yeonah Kim, our incredible young violinist, has captured our hearts, and we are proud to see her take centre stage in the campaign," said Sarah Hagan, Global Co-Head of Corporate Affairs, Brand and Marketing, Standard Chartered.
The campaign’s visuals aim to depict moments of decision-making and movement towards goals. It also introduces a refreshed brand design system to maintain consistency across markets and platforms.
"Financial services advertising is crowded with glossy images of success, fixated on the end result," said Asheen Naidu, Group Executive Creative Director, Leo Singapore. "We chose instead to focus on the real-world moments that come before it — the grit, the vision, the determination. Those moments gave us a visual language and an authentic tone for the Standard Chartered brand that reflect the energy and momentum that come from having the right support."
The campaign is being rolled out across out-of-home placements, regional television, digital channels, and selected media outlets.
