Thousands of shipbreakers risk their lives to earn a living.
Every week, one worker dies from the dangerous job of breaking ships. SC works with shipyard owners in Bangladesh to change how things are done in the industry. So it's safer for workers, cleaner for the environment, and better for the families and communities that depend on them.
The campaign aimed at promoting the initiatives by the bank to improve practices in one of the world’s most hazardous industries: ship recycling. The industry employs hundreds of thousands, with millions directly or indirectly affected by it.
The creative and production process required a lot of work due to unpredictable conditions, difficulty in access, and long delays etc. 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 very talented team at TBWA Singapore and SixToes. Thanks to: Eve Aw, Hagan De Villiers, Perry Essig, Laurent Pastorelli, Gary Steele, Sol Zoleta, Robin Nayak, Vanessa Soh, Michele Bouquet, 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, Mark Doney, Grace Ng, Christina Rios, Danial Khalis, Widad Ismail, Danial Hakim, Akanksha Nair, Leigh Arbon, Mathilde Blethon, Anne Brandner, Franziska Krueger. No particular order, please!
Client: Standard Chartered
Agency: TBWA Singapore
My Role: Creative Direction, Art Direction, Design