{"id":15182,"date":"2021-04-08T15:16:52","date_gmt":"2021-04-08T09:16:52","guid":{"rendered":"https:\/\/bbf.digital\/new\/?p=15182"},"modified":"2021-04-08T15:16:52","modified_gmt":"2021-04-08T09:16:52","slug":"goodness-in-a-glass-by-tbwabenchmark-for-standard-chartered","status":"publish","type":"post","link":"https:\/\/bbf.digital\/new\/goodness-in-a-glass-by-tbwabenchmark-for-standard-chartered","title":{"rendered":"\u2018Goodness in a Glass\u2019 by TBWA\\Benchmark for Standard Chartered"},"content":{"rendered":"

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\u2019s most responsible and sustainable bank, the agency tossed many ideas to give it life. Finally, \u201cGood is the new currency\u201d was born.<\/p>\n

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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, \u2018We feel money can be a force for good. And, we believe \u2018Good is the new currency\u2019. An innovative DM with look-alike currencies. To say that it\u2019s 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.<\/p>\n

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\nIt was presented as a glass that says, \u201cHelp revive a lost art\u201d. You have just unwrapped a piece of heritage that dates back to a thousand years of Bengal\u2019s cultural history. Crafted by the finest artisans of Sukanta Banik\u2019s 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.<\/p>\n

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Ashraf Kaiser, Chief Creative Officer, TBWA\\Benchmark says. \u201cWe 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 \u2018Good is the new currency\u2019 is timely and a game-changing vision. Hence we wanted to justify the bold statement with meaningful engagements of the audience.\u201d
\nThe campaign was in newspapers, other on and offline media and covered the bank headquarters with the fresh new statement \u2013 \u2018Good is the new currency\u2019. We got enormous positive responses from the employees, people, and policymakers alike. Sometimes even a glass can deliver the sense of Goodness.<\/p>\n

Credits
\nAgency: TBWA\\Benchmark
\nChief Creative Officer: Ashraf Kaiser
\nStrategy: Ashraf Kaiser
\nCreative Director: Mehedi Hasan
\nArt Director: Mehedi Hasan
\nCopy writers: Mehedi Hasan, Alvi Ashraf
\nVisualizer: Riadh Hossain Khan
\nGraphic designer: Firoz Zaman
\nAccount Manager: Shadman Shahriar
\nAccount Executive: AS Arnab
\nProduction Manager: Emdad Hossain Ether<\/p>\n\n

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