The campaign was created by Singapore’s newest integrated micro-agency Blak Labs. The idea is the work of a creative team comprising former former Euro RSCG managing director Charlie Blower and ex-Grey creative leads Hwee Peng Koh, Nick Tan and Elsa Peck.
The integrated campaign focuses on the rebates which deliver "what matters most" to card holders, namely great value for moments shared with family and friends. The card's rebates are delivered through every day shopping at popular supermarkets, pharmacies, quick service dining, toy stores, book stores and family entertainment, at over 200 outlets in Singapore and Malaysia.
The campaign launches with a 30” TVC featuring an extended family and their friends in a variety of shared significant moments such as an overseas holiday, a father and son playing together with trains and a grand picnic.
Said Karen Low, head, cards and unsecured credit, consumer banking at Maybank Singapore, “Family and Friends is all about delivering value where it matters most.
Which is why we've created a rebate system around everyday shopping needs to deliver greater value for our card members. We’re living in a new financial world and the campaign is designed to reflect these family-centric times and the desire customers have for real value in terms of the rebates they gain from their cards.”
Blower said the new agency is delighted to be able to support Maybank Singapore with the creative for the Family and Friends relaunch. “We hope that the integrated campaign delivers results for them."
Credits
Client Maybank Singapore
Agency Blak Labs
Creative team Charlie Blower, Hwee Peng Koh, Nick Tan, Elsa Peck
Producer Pamela Phang
Production house Moviola
Director Tai Heng
Producer Ronnie Lee
Post production Black Magic Design
Music Song Zu
Singapore producer Donnie Lee
Music director Gerald Fitzgerald
Print photography Mark Law
Producer Anita Toh
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