DBS, a leading financial services group in Asia, and CNN International are collaborating on an advertising and sponsorship campaign that shines a spotlight on innovative, purpose-driven initiatives that are reinventing the way the world is navigating these unprecedented times.
Through a range of content solutions, the campaign will engage with CNN’s global audience by focusing on the vital role played by businesses to solve problems and change lives during times of uncertainty.
The cross-platform campaign will also echo DBS’ overall mission statement to be Best Bank for a Better World.
The campaign includes a branded content series, ‘Portraits of Purpose’, which comprises five films produced by CNNIC’s global brand studio Create to run across CNN platforms.
Through the perspectives of authentic changemakers who have successfully navigated the pandemic, the films highlight how DBS partners its clients and the community to create positive impact in the current environment.
In addition, DBS will be sponsoring a 30-minute episode of ‘Inventing Tomorrow’ airing this weekend as well as additional content on digital and social platforms.
‘Inventing Tomorrow’ is the award-winning show hosted by Kristie Lu Stout, which has been airing on CNN International since May to report on the innovative steps that entrepreneurs and business are taking to change the way we live during this time of unprecedented challenges and change.
DBS is also sponsoring a short series featuring innovative companies from China, Hong Kong, India, Indonesia, Singapore and Taiwan.
“We are delighted to partner with DBS to tell the inspiring stories of Asian companies and individuals who are inventing solutions for a better tomorrow,” said Rob Bradley, Senior Vice President, CNN International Commercial.
“The power of this campaign lies in rich storytelling, passion projects and the engagement that CNN has with its audience. We believe that through this strong cross-platform partnership DBS and CNN will help deliver inspiring content to create awareness around sustainability in Asia.”
DBS Head of Strategic Marketing and Communications Karen Ngui added; “Covid-19 is a crisis of a generation, and the pain and loss it has inflicted on lives and livelihoods has been massive.
“At the same time, we’ve seen courage, resilience, and innovation demonstrated in untold ways, among individuals, businesses and the communities we are in.
“By throwing a spotlight on stories of purpose, sustainability and inventiveness, we hope to remind all of us that while the road ahead is challenging, together, we have what it takes to emerge from this pandemic stronger.”