"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.
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Social content
Here's one of the ignited Sparks.
In this case, it was: I want to spark something LASTING with THE ARTS for MY FAMILY.
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Behind the scenes
Sharing some of the user-journey and UI/UX wireframes we did up during the early stages.
Everybody's got a spark.
What's yours?
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Agency: R/GA Singapore
Agency: R/GA Singapore
Copywriter: Jinglin Ang, Nina Ee, Todd Waldron
Art Director: Xinting Cheng, Marina Lim
Creative Director: Christopher Shie
ECD: David Brown