OCBC BANK — PLAN TO STAY TRUE

HOW A BABY AND A FISH SPURRED SINGAPOREANS TO STAY TRUE TO THEIR FINANCIAL GOALS.

Our Approach

After earlier successful awareness campaigns for OCBC Life Goals, the task at hand this time was getting people to actually start taking action.

Our approach? To hit Singaporeans with the hard truths. But brutal honesty, as always, carried the risk of coming across too harsh. To soften it, we delivered our message with the help of two unlikely spokespersons: a baby and a fish.

The idea was born from a basic human truth: we all make promises we don’t keep, whether it’s due to a lack of discipline, or ability. That’s why the films zeroed in on the exact point when promises are made—to urge people to start planning from day one.

The campaign message was then further reinforced with copy-led print advertisements delivering the same hard-hitting numbers and facts, while encouraging the public to take the necessary steps, so they may stay true to their financial goals.