Turning Lunar New Year
into an ownable occasion for Singapore’s first digital bank
With Lunar New Year just round the corner, Trust Bank spotted an opportunity to cut through the clutter and make its mark as a new player on the block. We had to strike a fine balance, standing out but not straying too far from the familiar. The goal was to be different, memorable, yet still remain relatable to Singaporeans.
The “Say Huat” Film Series
Pro Saver Ah Ma
Miss Popular
Lobang King
Since Lunar New Year is all about prosperity, Trust lets you experience even more of it. We showed how Trust brings prosperity to everyday people by turning a festive figure and oft-used colloquial slang into a distinctive campaign.
Kicking off with three films centred around an iconic, traditional character - we created our own version of the God of Fortune with an instantly recognisable catchphrase.
This was further cascaded to print and social to show the different ways that customers prosper at LNY when they sign up with Trust.
