S TA N D A R D C H A R T E R E D

Campaign Middle East - - NEWS -

Stan­dard Char­tered is launch­ing a global cam­paign that takes its ‘Here for good’ brand prom­ise and poses a new tougher chal­lenge: ‘Good enough will never change the world’. Launched in 2010, ‘Here for good’ showed how a bank could be a force for good by pro­mot­ing eco­nomic ac­tiv­ity that has a pos­i­tive so­cial im­pact. The new cam­paign re­tains the orig­i­nal brand prom­ise but sharp­ens fo­cus on how banks can help tackle some of the prob­lems that stand in the way of global pros­per­ity and com­merce. The cam­paign show­cases a se­ries of in­spi­ra­tional short films fea­tur­ing peo­ple who ac­com­plished ex­tra­or­di­nary things be­cause they wouldn’t set­tle for ‘good enough’. Di­rected by award-win­ning film-maker Asif Ka­pa­dia, the launch video stars Ja­maican sprinter and Olympic cham­pion Usain Bolt.

GOOD E NOUGH.. .

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