Singapore – OCBC has launched its 2025 brand campaign, spotlighting authentic stories from across the region to reinforce its purpose-driven brand promise: enabling individuals and communities to realise their aspirations.
Continuing the momentum of its 2024 campaign, the new initiative takes a more intimate and human-centred approach by focusing on four real-life personalities from Singapore, Malaysia, Indonesia, and Hong Kong.
Each individual represents a unique, purpose-led journey that ties personal ambition to collective progress — a reflection of OCBC’s regional presence and social impact across ASEAN and Greater China.
Conceptualised by GOVT Singapore and directed by Desmond Tan of Atypical Films, the campaign comprises four films, each shot in the individual’s home country. Tan also directed last year’s OCBC films, Perfect Fit and Greater Heights, which were praised for their emotive storytelling.
Koh Ching Ching, head of group brand and communications at OCBC, said the campaign brings the bank’s values to life through the voices of inspiring individuals across its key markets. “Our purpose is brought to life through four outstanding individuals in Singapore, Malaysia, Hong Kong and Indonesia. 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,” she said. “GOVT Singapore has once again delivered a campaign that is both heartfelt and regionally resonant.”
Meanwhile, Tim Chan, chief operating officer of GOVT Singapore, highlighted the shift toward unscripted, authentic storytelling. “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 campaign underscores OCBC’s efforts to foster cross-market connectivity and affirm its relevance in the diverse communities it serves, aligning brand purpose with real-world impact.
