Ad Nut
May 13, 2016

DBS encourages people to 'bank less' in branded documentaries

From Hong Kong: “Live more, bank less” by DBS Hong Kong

DBS encourages people to 'bank less' in branded documentaries

Ad Nut doesn’t like banks and prefers to keep the walnuts stashed elsewhere—namely in Ad Nut's belly. But Ad Nut commends the branded documentary films that DBS has created and likes the way they have been presented. They’ve done a good job with drawing out an emotional story and linking it back to their product in a way that doesn’t feel like an ad. The web-series format of this campaign is much like DBSs previous "Sparks" campaign

A spokesperson from DBS said that the brand worked directly with the filmmaker and documentarian to produce this series, without consulting a creative agency. Ad Nut thinks this is worth a walnut or two.

Here's some words from Ryan Lau, the director:

This documentary-style approach to filmmaking allows me to focus on the story of the individual, their unique characteristics and real events in their lives, to explore the concept of ‘live more, bank less’. With many people in Hong Kong working long hours, there is a need to reevaluate what it really means to live more and to live life to the fullest. I find it inspiring that a bank would espouse what people admire most about successful business leaders.

And Glendy Chu, executive director and head of group strategic marketing and communications at DBS Bank (Hong Kong) Limited (that's a mouthful!), said:

Live more, bank less is about wanting to do something with your life, whether you're in business, raising a family at home, or have a great idea on how to make the world a better place. You want to live life to the fullest and you want simple, smart and innovative banking DBS This speaks to the heart of who we are at DBS.

Daniel Chong (seated), ex-CEO of department store chain YATA, on the set of his “live more, bank less” video.
Celebrity designer SK Lam (right), who is the driving force behind local creative studio AllRightsReserved, discussing his lines with the director.
B.Duck founder and Semk Products Managing Director Eddie Hui (seated) on the “Live more, Bank less” set.
Christine Ma-Lau, who founded a children’s learning centre called Junior Excellent Members of Society (JEMS) and is the eldest daughter of MTR Corporation chairman Frederick Ma, interacts with students at her centre.


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