OCBC champions real changemakers in heartfelt regional campaign

OCBC has launched a new brand campaign across ASEAN and Greater China, spotlighting real individuals whose aspirations drive community impact in Singapore, Malaysia, Indonesia and Hong Kong.

Created by GOVT Singapore, the campaign marks a strategic shift from personal ambition to collective uplift, showcasing how real people are achieving more than individual success. This is also the bank’s first time producing market-specific brand films for each country.

The series features four short films, each anchored on a real individual making a difference in their home market. All four were directed by Desmond Tan of Atypical Films, who also helmed OCBC’s 2024 campaign films "Perfect fit" and "Greater heights".

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Shot on-location in the respective countries, the films bring to life OCBC’s broader cross-market relevance, while reinforcing its brand promise of enabling aspirations, not just for individuals, but for the communities they serve.

In Singapore, "A stage for dreams" follows Beverly Wan, founder of Frisque SG, Singapore’s first homegrown circus. The 60-second spot captures Wan’s love for performing and her dream of joining a circus at age 15. What began as a personal vision has since evolved into a platform for other talents to thrive.

Malaysia’s film, "Raising my kampung ('village')", features Nash Jalaludin, founder of Rumah Tiang 16 in Lenggong. After years in global luxury hospitality, Nash returned home following his father’s passing, transforming his ancestral home into a guesthouse to revive the local community and preserve its heritage.

Indonesia’s "Serving Indonesia on a plate" stars chef and food consultant Narendra Archie, who travels the archipelago to celebrate its culinary heritage. The film shines a spotlight on the unsung heroes behind Indonesia’s beloved dishes.

In "A winning purpose", Hong Kong’s Boccia world champion Ho Yuen Kei shares her journey. Born with spinal muscular atrophy, Ho overcame early challenges to become a global athlete, now using her platform to empower others with disabilities to believe in their own potential.

The 2025 campaign aims to build on the momentum of last year’s efforts while leaning into authenticity and human storytelling as a core creative approach.

"Our purpose is brought to life through four outstanding individuals in Singapore, Malaysia, Hong Kong and Indonesia that are featured in the films. Through their inspiring, purpose-led stories, we hope to convey that at the core of OCBC’s business is a commitment to helping individuals and communities realise their aspirations. GOVT Singapore has once again delivered a campaign that is both heartfelt and regionally resonant," said Koh Ching Ching, head of group brand and communications at OCBC. 

In tandem, Tim Chan, chief operating officer at GOVT Singapore said, "Authenticity was at the heart of this year’s campaign. Instead of scripted narratives, we worked with real individuals, people whose aspirations are making a real difference in their communities. It’s been incredibly rewarding to bring their stories to light, and to further evolve OCBC’s brand story in a way that feels timely, human, and deeply rooted in the region." 

OCBC isn’t the only bank tapping into emotional storytelling. In April, Bank of Singapore unveiled the second edition of its brand campaign, "For every generation", positioning itself as Asia’s global private bank with a multigenerational focus.

Speaking to MARKETING-INTERACTIVE at the time, a Bank of Singapore spokesperson said the campaign was designed to reflect clients’ shared values, particularly around family, legacy and succession. “It also celebrates the shared, traditionally Asian value of earning one’s legacy,” they said, noting the growing presence of daughters taking the reins in family businesses across the region.

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