OCBC VOYAGE
Storytelling for one of Asia’s largest banks.
Defining and showcasing a new brand promise:
Fulfilling dreams, big or small.
Especially the small.
The (big) problem
The OCBC travel credit card came with a worldwide concierge service. But no one quite knew what it was for.
(Like, what is a concierge anyway? Some kind of receptionist? A fixer for a mafia boss?)
The (bigger) idea
Our customers were affluent travellers not easily swayed by tactical benefits.
Things like lounge access and flight upgrades. They already had those.
We needed to show the real benefit of a concierge — finding answers, solving problems.
Making dreams come true, big or small. The ones that make us travel in the first place.
The boy who discovered snow
Keeping an eye on the little things
As the copy ACD, I led the concept, script and storyboarding, guiding the creative team and supervising the production onsite and in post.
Making sure that we always kept our focus on the heart of the story.
Adapting across channels
It was a simple, memorable idea — translatable across languages and cultures.
Communicating the brand promise and the product benefits at the same time.
From shorter edits to digital banners to tactical CRM.
Credits
Agency: Dentsu Creative Singapore
ECD: Stan Lim
ACD Copy: Abhi Prasad
Copywriter: Dionne Lee
AD: Jason Chan
Director: James Okubo
Production: Geek Pictures
Post-production: The Quiet Lab
Sound: The Gunnery
NEXT
INTEGRATED REGIONAL CAMPAIGN
PREVIOUS
BRAND VOICE | EXPERIENCE DESIGN