We launched a whole campaign to introduce the bank based on this unique brand of service. We tapped Tony-award-winning legend Lea Salonga and her brother Gerard Salonga and showed Lea’s care for her brother when it comes to everything in life—from how she sponsored his education to how she continues to recommend him financial products with EastWest Bank. The whole spot was created with actual footage from the Salonga’s home videos, underscored with an original song we made for the bank.