"Break free, bank differently", that is the ethos of the new brand direction of CIMB, one of the leading banks in the ASEAN region. To fulfil this, CIMB partnered with advertising veterans, BBDO Singapore, known for their longstanding reputation and out-of-the-box philosophy. The agency was tasked to push CIMB forward as more than just a trusted bank, but one of the most preferred banks in Singapore. BBDO was adamant on helping CIMB stand out in a saturated domain of banking communications, to give it an edge that will entice without compromising on the brand's core values and services. To achieve the vision of this campaign, BBDO teamed up with production house, BDA, to execute two brand films designed to resonate with prospective and existing customers which launched on 13th January, 2022. The concept of the first brand film shows what happens when you break free from the rut of inefficient banking habits. It centres around a jovial CIMB protagonist, dressed in the signature red hues of CIMB - who inspires frustrated banking customers with the power of CIMB. To display this significant consumer epiphany, the film applies a dynamic transition that shows a burst of life. Insipid black-and-white visuals become washed by a seeping wave of colour à la Wandavision and Pleasantville, and dreary scenarios are shaken up by an ebullient choreography that ends with a flash mob climax in the heart of Raffles Place.
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