Standard Chartered brings F1 precision to new global campaign

Standard Chartered has tapped its Formula 1 partnership for a new global brand campaign, "Move ahead", drawing on the precision and preparation behind the sport to spotlight how the bank helps clients turn ambition into progress.

The campaign builds on Standard Chartered's existing global brand platform, "Now is your time", and centres on the idea that success is rarely determined by a single defining moment. Instead, it is built through preparation, thousands of decisions and the ability to perform when opportunity arises.

Using Formula 1 as its creative lens, "Move ahead" brings the bank's international network and expertise into a world shaped by speed, precision and performance. The campaign is designed to connect those qualities with how Standard Chartered supports clients as they expand internationally, manage and grow their wealth, invest for the future and navigate risk.

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The campaign was developed using a combination of human creativity, strategic direction and AI-enabled production. According to the bank, the approach allowed its creative team to create visual experiences and perspectives that would have been difficult to capture through traditional filming during the racing season.

Sarah Hagan, global co-head, corporate affairs, brand and marketing, said the campaign is intended to reflect the bank's focus on preparation, insight and acting when opportunities emerge.

“'Move ahead' is a powerful expression of what our brand stands for. Success is rarely defined by a single moment; it comes from preparation, insight and the confidence to act when opportunity emerges,” she said.

Hagan added that the bank's Formula 1 partnership provides a platform to bring this proposition to life, while the use of new production techniques helped create a campaign designed to feel globally relevant.

In tandem, Eva Ang, global co-head, corporate affairs, brand and marketing, said the campaign brings together Standard Chartered's international network with the reach of its Formula 1 partnership.

The campaign draws on themes including precision, teamwork and performance, linking these qualities to the bank's proposition around its international network and local market expertise.

"Move ahead" will roll out globally across digital, social and owned channels from September 2026.

The campaign follows Standard Chartered's multi-year partnership with Formula 1, which began in 2026 with the bank appointed as the sport's official wealth management and corporate and investment banking partner.

The partnership gives Standard Chartered access to Formula 1's global race calendar for client and stakeholder engagement, including trackside activations and hospitality experiences. The bank has a presence in 19 of Formula 1's 21 race markets, allowing it to tap the sport's international footprint as an extension of its own cross-border network.

The deal also includes support for F1 Academy, the all-female racing series, with Standard Chartered focusing on developing female talent and skills across motorsport both on and off the track.

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