Kayode Tokede

Standard Chartered has unveiled its latest global brand platform, ‘Now is your time’, a call to act with confidence in pivotal moments, backed by a global bank that empowers customers to move first and move boldly. The platform builds on Standard Chartered’s rich heritage and expertise in investment, trade and wealth corridors that connect capital and commerce to opportunities across the world’s most dynamic markets. Featuring TikTok sensation and child prodigy violinist Yeonah Kim, the campaign brings this message to life through moments of ambition and achievement. The launch campaign, created in partnership with Leo Singapore, reflects these pivotal moments — a decision, a leap, a shift — where Standard Chartered enables clients to translate bold ambition into real- world opportunity and move forward with confidence.

The centrepiece film, ‘Ode to Now’, dramatises these moments through four unique characters and their path to success: Li Wen – an affluent, ambitious businesswoman who invests in what matters most – her daughter, a young violin prodigy seizing her moment on the global stage.

“Standard Chartered has deep roots in the world’s fastest-growing economies which enables us to connect our clients’ ambitions to real opportunities. ‘Now is your time’ celebrates that we’re here for those who choose to make things happen. Yeonah Kim, our incredible young violinist, has captured our hearts, and we are proud to see her take centre stage in the campaign,” said Sarah Hagan, Global Co-Head of Corporate Affairs, Brand and Marketing at Standard Chartered.

“Financial services advertising is crowded with glossy images of success, fixated on the end result,” said  Asheen Naidu, Group Executive Creative Director, Leo Singapore.