Standard Chartered goes cinematic to reposition its global brand
Standard Chartered’s latest brand push highlights emotional storytelling, not just glossy success.
Standard Chartered is going big on emotional storytelling. With its new global brand platform, “Now is your time,” the bank aims to reframe how it shows up in the lives of clients, not at the finish line, but right at the moment they decide to leap.
The campaign, developed by Leo Burnett Singapore, moves away from static images of polished success and instead focuses on the gritty, ambitious in-between. A centerpiece film, “Ode to now,” anchors the launch and highlights four character stories that signal ambition in motion, from a businesswoman betting on her daughter’s future to an engineer pitching a bold idea.
This article explores the brand’s creative shift, what it signals for financial marketing, and what marketers can learn from the campaign’s unapologetic emotional pivot.
Short on time?
Here’s a table of contents for quick access:
- What’s behind Standard Chartered’s new platform?
- Creative highlights and talent showcase
- Context: From “WellnessNOW” to a new global platform
- What marketers should know
Falencia Naoenz
What's behind Standard Chartered's new platform?
“Now is your time” positions Standard Chartered as a catalyst in moments of high-stakes decision-making. It's a clear attempt to align the brand with ambition, not just access to capital.
Sarah Hagan, Global Co-Head of Corporate Affairs, Brand and Marketing, explained the shift:
“We’re here for those who choose to make things happen.”
The bank draws on its global footprint across fast-growing economies and longstanding corridors of trade and wealth. The platform reflects a strategic repositioning, from being a quiet enabler of financial services to becoming a partner in transformational client moments.
It’s also a move that responds to the changing expectations of affluent consumers, who now demand brands reflect not just what they do, but why they matter in people’s lives.
Creative highlights and talent showcase
The campaign’s launch film, Ode to now, tells four interwoven stories of action and resolve. Among the standout characters:
- Li Wen, an affluent businesswoman planning for her daughter’s future
- Rahul, a corporate investor navigating fast-moving markets
- Zahra, an engineer pitching a bold idea
Li Wen’s daughter is portrayed by Yeonah Kim, a real-life prodigy violinist and viral TikTok sensation. Kim performed the campaign’s score live with the Malaysian Philharmonic Orchestra and is set to front the campaign’s ongoing social content.
Asheen Naidu, Group Executive Creative Director at Leo Burnett Singapore, noted the departure from typical financial marketing:
“We chose to focus on the real-world moments before success, the grit, the vision, the determination.”
The campaign will roll out globally across OOH, regional TV, digital, and premium publishers. A refreshed design system will accompany the rollout, meant to create a more aspirational and cohesive visual identity.
Context: From "WellnessNOW" to a new global platform
This isn’t Standard Chartered’s first attempt to shift the tone in how it connects with audiences. Earlier, the bank launched WellnessNOW, a three-part video series linking financial well-being to physical, emotional, and mental clarity.
Featuring themes like breathwork and Ayurveda, the campaign intentionally avoided product promotion. Instead, it aimed to resonate with consumers prioritizing holistic wellness alongside wealth planning.
This latest move with “Now is your time” builds on that ethos but leans into action rather than introspection.
Patrecia Meliana
What marketers should know
This campaign marks a notable shift in how financial institutions can present themselves in an increasingly experience-driven world. Here’s what brand strategists and marketers should take away:
1. Brand storytelling is moving earlier in the journey
Standard Chartered isn’t showcasing outcomes. It’s showcasing decisions. That shift matters. For marketers in finance or B2B sectors, anchoring storytelling in decisive moments rather than polished results may foster stronger emotional relevance.
2. Use talent to drive multi-channel resonance
Yeonah Kim’s casting bridges multiple demographics: affluent parents, Gen Z audiences, and music enthusiasts. Her role isn’t just performative, it’s platform-native. The campaign taps her reach on TikTok and YouTube, maximizing organic amplification. Marketers should take note. Influence doesn’t always mean influencers. Look for authenticity that fits the platform.
3. Don’t be afraid to go brand-first
In a market overrun with direct-response campaigns, Standard Chartered’s effort reminds us of the power of brand equity. The film’s cinematic tone, lack of CTA, and emotional tenor signal long-term thinking. It’s a bet that trust, not transactions, drives value over time.
Standard Chartered’s new campaign asks a simple question: what if a bank stood not at the end of a journey, but at the decision to start one? That’s a powerful reframing and one that marketers should watch closely.
As B2B and finance brands wrestle with relevance and resonance in saturated markets, emotional authenticity and purpose-led positioning are more than creative choices. They’re strategic ones.
