The Standard Bank Group faced a difficult challenge: launch its brand repositioning to the market when the world was dealing with the devastating impact of COVID-19. This required a robust, tactful communications approach that considered both the opportunities and risks posed by the circumstances.
Our message could make for a refreshing note of hope in a dark time by demonstrating its relevance, rather than just stating it.
We introduced ‘It Can Be’ – a promise of hope, optimism and belief in Africa’s future – through an integrated communications plan.
We brought the campaign to life by working closely with the Standard Bank business and partner agencies to tell stories about real people doing incredible things:
At a time when the world was facing a bleak outlook, Standard Bank drove a story of optimism, increased talkability around the brand, and inextricably linked ‘It Can Be’ to Standard Bank in the hearts and minds of South Africans.