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'Here for Good' Campaign Fact Sheet

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'Here for Good' Campaign Fact Sheet ‘HERE FOR GOOD’ CAMPAIGN FACT SHEET Introduction 2010 sees Standard Chartered Bank unveil ‘Here for good’, its new worldwide brand platform and the first global positioning campaign produced by the Bank in 40 years. Here for good is an authentic expression of Standard Chartered’s values and aims to resonate with customers, clients and staff. It attests to the Bank’s commitment – to its customers and clients; to the communities and markets in which it operates; and to the way in which the Bank chooses to conduct its business. Developed with global creative partner TBWA, Here for good will deepen knowledge about who Standard Chartered is and what it stands for. Brand Belief Here for good is both a brand promise and a tagline. Although it can stand alone, it is also the last phrase in the Brand Belief – a powerful statement of purpose that questions, searches and redefines the traditional role of a bank, and lays out Standard Chartered’s brand promise. This script anchors the advertising campaign across print, television and online. Can a bank really stand for something? Can it balance its ambition with its conscience? To do what it must. Not what it can. As not everything in life that counts can be counted. Can it look not only at the profit it makes but how it makes that profit? And stand beside people, not above them. Where every solution depends on each person. Simply by doing good, can a bank in fact be great? In the many places we call home, our purpose remains the same. To be here for people. Here for progress. Here for the long run. Here for good. 1 ‘HERE FOR GOOD’ CAMPAIGN FACT SHEET TV campaign Running from 21 April 2010, the campaign of four television commercials captures the authenticity of the brand promise Together, the four television commercials represent Standard Chartered’s diverse geographic footprint and international outlook. Each director was briefed to create a short film, in his or her own genre, based on their interpretation of the Brand Belief, their own craft and the markets in which they were born or live in. Together, the campaign brings to life the essence of Here for good across the Bank’s footprint. Themes: 1. Stefan Sagmeister, a graphic designer, uses typography to demonstrate Standard Chartered’s commitment to ‘the many places it calls home’. 2. Ezra Wube, an Ethiopian-born filmmaker and artist, uses painting and animation to tell the Standard Chartered story about progress on the changing but unique face of Africa. 3. Tian Zhuang Zhuang uses the symbolism of trees and city life to demonstrate the significance of Standard Chartered’s heritage and longevity. 4. Sandra Madi, from Jordan, uses documentary filmmaking to tell a story about relationships and Standard Chartered’s commitment to generations of customers. Print campaign Launched on 31 March 2010, the print campaign creates a distinct relationship between Standard Chartered and its “Here for good” brand promise presented as a headline. The design and imagery are drawn from Standard Chartered’s footprint in Asia, Africa and the Middle East, and seen through a silhouette Trustmark-shaped window. 2 ‘HERE FOR GOOD’ CAMPAIGN FACT SHEET Biographies of TV Commercial Directors Stefan Sagmeister Born in Austria, Stefan now lives in New York. His company Sagmeister Inc. has designed branding, graphics and packaging for clients such as the Rolling Stones, HBO, the Guggenheim Museum and Time Warner. Stefan won a Grammy Award for his design of the Talking Heads box set. His work has been exhibited in Zurich, Vienna, New York, Berlin, Tokyo, Osaka, Prague, Cologne and Seoul. He teaches at the School of Visual Art in New York and is the Frank Stanton Chair at The Cooper Union School of Art, New York. Ezra Wube Born and raised in Addis Ababa, Ethiopia, he moved to the United States at the age of 18. In 2003, he held his first solo art exhibition at the Dreams of Freedom Museum, Boston. The following year, he received his Bachelor of Fine Arts from the Massachusetts College of Art. Upon graduation, Ezra was granted the Dondis Travel Fellowship to conduct research on Ethiopian folklore. Tian Zhuang Zhuang A popular film director, Tian brings stunning cinematography and inspired storytelling to his work. His recent films include The Go Master (2006) and The Warrior and the Wolf (2009). Earlier achievements include the critically acclaimed remake of Fei Mu’s Spring in a Small Town (2002), The Blue Kite (1993), which won the Tokyo International Film Festival and Best Film at the Hawaii International Film Festival, and The Horse Thief (1986). Sandra Madi Sandra was born in Amman, Jordan. She is an award-winning director and actress, and has produced and researched several documentaries including Far Away from Here, Full Bloom, and Perforated Memory. 3.
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