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