Citigold Singapore - True Worth Campaign
'There's more to wealth' platform
Film & Print - 2022
'There's more to wealth' platform
Film & Print - 2022
The Brief: To follow-up a successfully running 'There's More To Wealth' campaign by emotionally priming a high net-worth individual who is in the pursuit of more.
The IDEA: To define "True Worth" vis-a-vis net worth, with a manifesto video asset at the center of a multi-pronged comms campaign.
"Your wealth journey is more than just about the numbers. It’s also about the people, passions and pursuits you care about. These are what you define your sense of true worth by and help guide us as your wealth partner."
15 Second cut-down of main film.
Film Director: Caleb Huang
MullenLowe Singapore Creative team: Mark Fillon. Jiaming Suen.
Sub Project: Citi Plus Launch Activation
The Brief: Citi Plus is for a entry level client to get a 'taste' of wealth management. We were to think about launching this with an event along with ATL/Digital Assets.
The Idea: The all-in-one digital wealth solution. The launch was activated on the up-market Orchard Street Singapore but the event was playful and entertaining. The idea being making complex financial solutions easily accessible - like our app based solution.
(I also worked on the Citi Plus campaign, but can't take complete credit for the film as it saw many iterations after I left the agency)
MullenLowe Singapore Creative team: Mark Fillon. Jiaming Suen.
