McCann Singapore and the world's strongest bank Oversea-Chinese Banking Corporation

OCBC.jpgMcCann Singapore's new campaign for Oversea-Chinese Banking Corporation (OCBC) celebrates its latest accolade, being named as the world's strongest bank earlier this year.

In May, OCBC topped Bloomberg Markets magazine's annual ranking of the world's strongest banks for the second consecutive year. The magazine assessed 78 banks around the world with assets over US$100 billion, and analysed their assets and efficiency, to rate how well banks could withstand a shock to the economy.

OCBC handed its creative account to McCann in June 2011.

Credits - Executive Creative Director: Todd Waldron. Copywriters: Alex Tagaroulias, Todd Waldron. Art Director: Rashid Salleh. Account Servicing: Blake Delandro, Sandeep Arya, Aaron Yeo. Planner: Salim Mohamed.


Really? said:

Is this old chestnut worthy of issuing a PR?
Pretty bankrupt as an idea.
At least the 'Here's a photo of a Clark's non skid shoe and its nearest competitor' put a smile on the face of the reader.
No idea what I am nattering about?
Go check out the 1982 D&AD Annual.

Ideas first said:

It's for a bank and it has an idea in it.
That doesn't happen in Singapore.

Thest Chumping said:

At least I can believe this was a real ad in response to a real brief, and that a client paid full price for the work. Though, if the copy is talking "humble" then maybe the basic concept should be less chest-puffing? If OCBC is a strong bank, what does that mean for its customers?

Here forEVER said:

If OCBC is a strong bank you can be rest assured that your savings is safe. ASK banks in Greece and Spain dude!

eugene mayo said:

Yep. Spot on, thest chumper.

Aside from a clumsy headline and a weak layout (looks like an ad for fabric softener), what's in it for the consumer?

Perhaps 'a list of all the banks stronger than ours' would be quicker?

Then again it says the same thing in the bottom left corner: World's strongest bank.

Kudos for Jane Fraser. Good to see someone is doing their job.

Maybe next time it will be for something more newsworthy, like a slice of creativity.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.