Standard Chartered launches bold new brand campaign

Launched in 2010, StanChart’s ‘Here for good’ campaign 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 the bank’s focus on how banks can help tackle some of the problems that stand in the way of global prosperity and commerce.

Behind the ‘Good enough will never change the world’ campaign is an 18 month deep-dive into the values underpinning Standard Chartered and ‘Here for good’. The project included hundreds of client interviews and collected inputs and values of our 85,000 staff.

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.

“I always say ‘never think limits’ and ‘anything is possible’.  It is not enough to dream big – you need to push through barriers to realise your dreams,” said Usain Bolt. “When you have an end goal in mind and you’re passionate about it, you can find the will and the strength to break through boundaries and achieve that goal.”

Follow-up videos will tell stories of how companies and clients overcame obstacles to deliver stronger performance or make a difference in emerging markets across Africa, Asia and the Middle East.

“What is really exciting about the next chapter in ‘Here for good’ is that it’s deeply rooted in the Bank’s clients, employees and history” said Emma Sheller, Global Head, Brand and Marketing. “It’s also about being in tune with what’s happening in the world. We set the bar high with ‘Here for good’. Now we are setting it higher with ‘Good enough will never change the world’.”

The campaign kicked off on 30 April in Hong Kong, Korea, Singapore, Taiwan and the United Kingdom. It will roll out in 2018 in phases across the rest of the Bank’s footprint.