Fubon Bank's new branding campaign opts for solid, pragmatic approach

The idea behind the TVC launched last week is Fubon Bank’s philosophy of 'positive thinking and solid in its approach'.

The TV commercial tells the story of how a boy wins a 'robot talent performance' contest through his diligence and skills. It is then revealed that the boy's mother is in fact a Fubon Bank staff member who passes the value she learned at the bank on to her son.

“Most banking communications today are loud and gimmicky, filled with high-sounding promises,” said Desmond Chan, GM of Grey Hong Kong. “We understand that after all the turmoil over the past two years, our target would prefer a banking institute that is with substance and pragmatic. This echoes Fubon Bank’s business motto.”

Besides the commercial, the new branding campaign is supported by print, outdoor and BTL advertising.

Credits:
Project Fubon Bank branding campaign 2010
Client Fubon Bank
Creative agency Grey Hong Kong
Creative team Keith Ho, Ray Lam, Keith Lo
Account servicing Liza KanProducer John Lo
Media agency OMD
Exposure Television