Living Longer

Standard Chartered

Most people will outlive their savings by at least 10 years.

Although very often ignored, retirees in major economies can expect to outlive their savings by years. In developing countries, economy development and better conditions also contributed for a similar scenario, ironically. Across the world, many are finding their personal savings to be inadequate for retirement.

The campaign considered different demographics given the bank's global footprint. The message required targeted messages according to each market. It's interesting to see patterns being repeated across regions.


The campaign was roled out globally with emphasis on SC's main markets in Asia, Africa and Middle East; and in different channels such as digital, social, OOH.

Thrilled to work along the fantastic team at TBWA Singapore, SixToes and Revolver. Special thanks to: Eve Aw, Gary Steele, Hagan De Villiers, Perry Essig, Laurent Pastorelli, Robin Nayak, Michele Bouquet, Cat Reynolds, Haydn Evans, Melissa Hill, Andy Norris, Rachael Wong, Melissa Tam, Janice Tay, Gilda Orru, Jamal Paiman, Lawrence Hu, Jaron Ngoh, Elliot Davis, Valery Seng, Monta Neinberga, Deena Kamisan, Kat Toh, Winnie Choo, Grace Ng, Danial Khalis, Widad Ismail, Danial Hakim, Akanksha Nair, Leigh Arbon, Mathilde Blethon. No particular order, please!

Client: Standard Chartered
Agency: TBWA Singapore
My Role: Creative Direction, Art Direction, Design