Telling stories of collective aspirations for OCBC
To reinforce OCBC’s strength in connections and capabilities that enable business and wealth flows across ASEAN and Greater China.
The story was told through four extraordinary individuals from Singapore, Hong Kong, Malaysia and Indonesia. Grounded in the belief in the power of one, the campaign shows how one person’s actions can create meaningful impact for many – by enabling individual aspirations, OCBC empowers people to make a difference in their own way. Together, these collective efforts contribute to a lasting impact on the community and a collective future.
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". 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. The agency 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, Timothy Chan 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."
The agency has once again delivered a campaign that is both heartfelt and regionally resonant Koh Ching Ching, head of group brand and communications at OCBC