Can a brand refresh redefine currency and revive lost art? In March 2021, TBWA\Benchmark launched an updated brand identity for Standard Chartered. The brief was launching a mere refreshed logo but they decided to make our life a bit difficult. To depict the philosophy – money can be a force for good, to deliver sustainability in the flesh. As the bank aims to be the world’s most responsible and sustainable bank, the agency tossed many ideas to give it life. Finally, “Good is the new currency” was born.
As part of the campaign, the employees were given a refreshing bag with off-bit items. First, they got a note from the CEO which says, ‘We feel money can be a force for good. And, we believe ‘Good is the new currency’. An innovative DM with look-alike currencies. To say that it’s not dollars, pounds, or any other currency. But Goodness, which is the most valuable of them all. To find further Goodness the agency went to the alleys of Dhamrai, where they discovered a lost art in the folds and forms of copper.
It was presented as a glass that says, “Help revive a lost art”. You have just unwrapped a piece of heritage that dates back to a thousand years of Bengal’s cultural history. Crafted by the finest artisans of Sukanta Banik’s studio in Dhamrai, this glassware is a testament to our rich legacy in bronze, copper & brass metal crafts. The glory of metal crafts in Bangladesh is now dwindling, with many craftsmen leaving their trade with time, a situation worsened with the economic repercussions of COVID-19. Today, you can, not only help these craftsmen earn a living from their lifelong profession, but also take a step in saving the craft from getting lost into oblivion. The raw materials used in this glassware were reclaimed from scrap copper of decommissioned ships, reinforcing our stand on sustainable initiatives. Copper also has anti-microbial attributes which prevents the buildup of germs and bacteria on its surface. A perfect memento that embodies the values of our refreshed brand- to support sustainable living with respect for legacy and heritage.
Ashraf Kaiser, Chief Creative Officer, TBWA\Benchmark says. “We wanted to do something real and thought-provoking. Covid 19 taught us many things and one of them is back to nature. In a country where there are scandals in the financial sector ‘Good is the new currency’ is timely and a game-changing vision. Hence we wanted to justify the bold statement with meaningful engagements of the audience.”
The campaign was in newspapers, other on and offline media and covered the bank headquarters with the fresh new statement – ‘Good is the new currency’. We got enormous positive responses from the employees, people, and policymakers alike. Sometimes even a glass can deliver the sense of Goodness.
Credits
Agency: TBWA\Benchmark
Chief Creative Officer: Ashraf Kaiser
Strategy: Ashraf Kaiser
Creative Director: Mehedi Hasan
Art Director: Mehedi Hasan
Copy writers: Mehedi Hasan, Alvi Ashraf
Visualizer: Riadh Hossain Khan
Graphic designer: Firoz Zaman
Account Manager: Shadman Shahriar
Account Executive: AS Arnab
Production Manager: Emdad Hossain Ether
