02 / INJECTING HUMANITY IN THE BANKING CATEGORY

EASTWEST BANK

IDEATION, COPYWRITING, JINGLE

BANKING ON EMOTION

Culturally relevant work in a mostly traditional brand category. Finding the perfect balance between fresh without sacrificing credibility.

01/ THE CHALLENGE

EastWest Bank sought to set itself apart from the competition, but traditional banking is a slow-moving category. Products are highly regulated meaning opportunities for differentiation are sparse.

02/ THE INSIGHT

In Filipino culture, the way the eldest sister cares for her siblings is unique. Unlike parents, an elder sister is more relatable. She is someone you can turn to, someone you can trust to understand you.

THE IDEA

BUILD EASTWEST BANK'S BRAND OF SERVICE AROUND THE CONCEPT OF AN ELDER SISTER ("ATE"). CARING. WISE. BUT ALSO RELATABLE.

02 / INJECTING HUMANITY IN THE BANKING CATEGORY

EASTWEST BANK

BANKING ON EMOTION

Culturally relevant work in a mostly traditional brand category. Finding the perfect balance between fresh without sacrificing credibility.

01/ THE CHALLENGE

EastWest Bank sought to set itself apart from the competition, but traditional banking is a slow-moving category. Products are highly regulated meaning opportunities for differentiation are sparse.

02/ THE INSIGHT

In Filipino culture, the way the eldest sister cares for her siblings is unique. Unlike parents, an elder sister is more relatable. She is someone you can turn to, someone you can trust to understand you.

THE IDEA

BUILD EASTWEST BANK'S BRAND OF SERVICE AROUND THE CONCEPT OF AN ELDER SISTER ("ATE"). CARING. WISE. BUT ALSO RELATABLE.

To bring the concept to life, we featured broadway legend Lea Salonga and her brother Gerard Salonga, putting the spotlight on Lea’s care for her brother—from how she sponsored his education to how she encourages him to take care of his finances. The whole spot was created with actual footage from the Salonga’s home videos, underscored with an original song we made for the bank.

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