Jenny Chan 陳詠欣
Sep 19, 2014

CTBC Bank draws parallels between fishery client and own expansion

TAIWAN - CTBC's first branding commercial focuses on Lung Soon Ocean Group, a fishery that banks with the company, to illustrate how similar its overseas ambitions are.

Client: CTBC Bank

Agency: McCann Worldgroup

Markets: Taiwan

Campaign scope: The commercial is broadcast via YouTube, Facebook, TV and in cinemas.

Background: The ‘Ocean’ TVC tells the real-life story of the Lung Soon Ocean Group, a CTBC client for more than ten years. The film was shot near Lisbon, Portugal.

Press release quote: "Lung Soon Ocean Group's journey draws many parallels to CTBC’s own expansion story. Our ambition to become a regional leader, has never overshadowed our core belief in the notion of ‘A ship brings us together like a family’ and our clients understand we’ll always be there – wherever their business is – offering the same attention to detail and standard of care,” said Roger Kao, chief secretary of CTBC Holding.

Comments: Ask a bank CEO to choose between budgeting thousands of dollars for brand-building and building up its lending capabilities, the latter will almost always be prioritised. The stoic banking industry has been historically executed more 'practical branding' tactics than 'emotional branding', so CTBC's effort to create feelings of bonding is refreshing.


Executive Creative Director: Attilio Chien
Creative Director: Chen Cang
Art Director: Tora Lee
Copywriter: Kilin Chou
Business Director: Lily Lin
Strategy Director: Winnie Lee
Producer: Aidan Liu
Media agency: Media Drive
Production company: Core Film Production


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