DBS - Regional Integrated Campaign

"We need banking, but we don't really need banks anymore." - Bill Gates.

The Development Bank of Singapore.

Most kids in my time grew up with this bank.

We saw it as a steadfast institution.

Reliable. Safe. Very "Singapore".

But we never really thought much beyond it.

So with DBS as a client, our brief was bold.

It was a regional re-branding campaign.

How can we make banking more human and joyful?

Our idea was embodied most aptly, by a spark.

Where everyone was encouraged to pursue what they truly believed in.

And together with the support of DBS, Let's Spark Something.

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TVC

We kicked off the campaign with our Spark manifesto.

It also served as a launch pad for our "Let's Spark Something" digital activation.

(30-sec)

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Microsite

We created a microsite to house the entire ecosystem of Sparks. From hosting a simple user-friendly device allowing users to customise their Spark to presenting a gallery of ignited Spark videos, this master platform was the springboard of sparks.

www.dbs.com/spark

A dazzling amount of Sparks were ignited.

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Print

We pushed boundaries and proposed new visual styles, breathing new life into the branding without straying too ridiculously far from its already well-established identity.