Shanghai Trust celebrates philanthropy via film from Logicillogic Shanghai + Directors Think Tank

To promote Shanghai Trust, one of China’s premier asset and wealth management companies, Shanghai-based independent agency Logicillogic wanted to produce a film that elevates the brand above the traditional conversation of financial services brands, while remaining human and personal. They turned to Directors Think Tank and director Rajay Singh.

The campaign celebrates philanthropy as the highest expression of wealth by reminding audiences the ultimate value of wealth is not in its accumulation or public display, but in its ability to make a positive contribution on the world around us. Telling the story of an unlikely friendship between an esteemed composer and an injured bird, the commercial expresses an inspiring yet humble brand belief that when the heart gives, the richer life becomes.

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Kevin Lee, Executive Creative Director at Logicillogic said: “Much like the spirit of generosity captured in the film, Jay and the entire Think Tank team truly went above and beyond to produce a beautiful piece of film. From locating a stunning South African location, to relentlessly experimenting to find different ways to bring to life an emotional connection between a man and a bird, the process has been truly rewarding and we couldn’t be happier with the result.”

“Working with Kevin and his team was sheer delight, I knew when I saw the script that this spot was a bit special” adds DTT director Rajay Singh.

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