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