Standard Chartered unveils new campaign

Standard Chartered is launching a global campaign that takes its “Here for good” brand promise to a new and tougher challenge- “Good enough will never change the world.”

The earlier campaign, launched in 2010, showed how a bank could be a force for good by promoting economic activity that has a positive social impact.

The new campaign, though retains the original brand promise, but sharpens the bank’s focus on how lenders 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 the bank’s 85,000 members o staff.

The campaign showcases a series of inspirational short films featuring people who accomplished extraordinary things because they wouldn’t settle for “good enough.”

“What is really exciting about the next chapter in ‘Here for good’ is that it is deeply rooted in the bank’s clients, employees and history. 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’”, the Global Head, Brand and Marketing, Emma Sheller, said.

Slated to kick off today in Hong Kong, Korea, Singapore, Taiwan and the United Kingdom, it would be rolled out this year in phases across the rest of the bank’s footprint, including Nigeria.

Directed by award-winning film-maker Asif Kapadia, the launch video stars Jamaican sprinter and Olympic champion, Usain Bolt.

Bolt said: “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.”

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.