The Brief

Increase awareness for OCBC Life Goals: a long-term financial planning programme.

Client

OCBC Bank

OCBC Bank – Imperfect Journeys

How we got Singaporeans to plan for their life goals, by reminding them that it’s never really been about the numbers.

Our Approach

Here’s the truth: we all plan for the perfect life. But no one’s journey through life is perfect.

To motivate Singaporeans to start their own long-term financial planning with OCBC Life Goals, we brought this simple, timeless, human truth to life with an unlikely voice – our country’s most iconic funny man, Gurmit Singh.

Collaborating with award-winning director, Royston Tan, Gurmit’s emotional life journey was captured in a short film that debuted during Singapore’s National Day Rally.

Stripped of his jokes, bright yellow boots, and curly-haired wig, the nation got to see a side of the comedian few have ever known. More importantly, they saw bits of their own lives in his – the struggles, and ups and downs we’ve all experienced in life.

Rolling out an integrated campaign across various platforms, we continued this honest dialogue with a series of candid interviews with Gurmit about his retirement and children’s education, giving the nation food for thought when planning for their own.