Here for good

“Here for Good” is a branding exercise recently launched by the Standard Chartered Bank, the first ever global campaign by the bank in 40 years. The campaign is created by TBWA and the award winning Australian designer Stefan Sagmeister.

At times when we are reading on papers about the congressional committee hearing on Goldman Sachs, the copywriting of this ads maybe something we have to think over:

Can a bank really stand for something? Can it balance its ambition with its conscience?

To do what it must. Not what it can.

As not everything in life that counts can be counted.

Can it not only look at the profit it makes but how it makes that profit?

And stand beside people, not above them.

Where every solution depends on each person.

Simply by doing good, can a bank in fact be great?

To be here for people. Here for progress. Here for the long run. Here for good.

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