TBWA\Benchmark launches ‘homecoming’ campaign for Standard Chartered in celebrating the 50th anniversary of Bangladesh. The campaign illustrates the recent trend of the return of Bangladeshis from abroad because of the social and economic progress of the country and how the most international bank with its global network and expertise helps in accelerating their ambitions.
The story follows the life of Jamal Bhuiyan, Captain of Bangladesh National Football team. In 2011, he left Denmark, the country he was born and brought up in for Bangladesh, a country he has never been to. It is his ancestor’s birth place and an emotional name in his heart. He wanted to play for the Bangladesh national team, for the national flag. But leaving FC Copenhagen and a well settled life for the unknown was a big decision. He listened to the clarion call and came here. It was not easy as he didn’t get any chance. Also, there were issues like food, weather and pollution.
He returned back to Denmark and worked on his fitness and performance. Consulted with his parents as they were not sure what he will do alone in Dhaka. But Jamal had a firm believe that he can do something different. Something that will change the game. In his voice – “The first time I played a national team match for Bangladesh, when I heard the national anthem, gave me such Goosebumps, it was crazy.” In 2018 he became the Captain of the national football team. The rest is history. Jamal concludes – “So overall, I think the decision that I made, to come Bangladesh and serve the country, I think that has been my best decision ever.” The film ends with – It’s the time to return, it’s the time for Bangladesh.
Ashraf Kaiser, Chief Creative Officer, TBWA\Benchmark said: “This film is a sweet and simple storytelling of homecoming of its own citizens for a better life in a country which is doing extremely good. We wanted to portray a human face as beneficiary of the much appreciated economic and social progress of the country on its 50th anniversary. Also, how did they take this decision and how it has changed their life forever for good. I am sure it will inspire others and the country will see more reverse brain drain to take the nation to a new height. Jamal’s story is the beginning and there will be few more individuals featured who has a similar journey.”
Standard Chartered bank is here in Bangladesh for the last 116 years. With its global network, deep rooted expertise and local knowledge it has a lot to do with these returnees, their financial plans and their growth.
The press ad and online copy says –
It’s the time for Bangladesh
Time to be back, to be a part of the next story.
Some have returned. Some are here for the first time. Leaving behind the world’s biggest cities with flashy lifestyles and boundless opportunities. They are here with enterprising ideas to contribute and grow. To create possibilities and change the nation’s course for the next 50. With our global network and deep-rooted expertise, Standard Chartered is here to be their partner in progress to accelerate their ambitions
Credits
Agency: TBWA\Benchmark
Chief Creative Officer: Ashraf Kaiser
Creative Director: Mehedi Hasan
Art Director: Mehedi Hasan
Copy writers: Mehedi Hasan, Alvi Ashraf, Ashraf Kaiser
Visualizer: Riadh Hossain Khan
Graphic designer: Firoz Zaman
Account Manager: Shadman Shahriar
Account Executive: AS Arnab
Production Manager: Emdad Hossain Ether
Production House: HoloFilm Studios
Director: Bidhan Saha
