THE RADICAL RULEBREAKING CREATIVE AGENCY
DBS
"BUSKING BY THE BAY"
CAMPAIGN
BUSKING BY THE BAY
SUSTAINABLE ELECTRONIC BANKING WITH MUSIC
SCOPE: Creative Strategy, Writing, Concept, Filming, Video Production, Post Production, Music & Sound Design.
In 2018, Rawspark, in collaboration with Bandwagon was engaged to help create “Busking By The Bay”, a campaign that combined performances by busking artists and upcoming independent musicians to create event programming in the Marina Bay sector, story-driven video content and music-centred commercials, with the aim of catapulting the launch of DBS PayLah! and the use of its digital payment platform to generate donations to the busking community. The result created high levels of brand engagement across a span of two years.
For more information, visit: https://www.dbs.com/busking/index.html
THE BRIEF
PROJECT DESCRIPTION:
Production of Commercials, Ads & Billboards for DBS Busking By The Bay Channel Marketing Campaign
KEY VISUAL ADS
SPOTS
Nobody loves ads. Especially the hard selling ones. But what people do love, are stories. Stories of passion, and stories for love of a community. And what better way to get people to use convenient, digital, electronic banking to support a good cause.
So we documented the stories of 12 buskers from Singapore, to uncover their passions and purpose to create teaser content. On the day of the launch, we made these 12 buskers perform live at the Marina Bay. From that came product usage, and a narrative-driven after-movie. The result was a campaign that inspired people to use DBS PayLah! to support homegrown talent.
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RAWSPARK GROUP
SINGAPORE
- RAWSPARK PTE. LTD.
- 201803683D
- 7 Temasek Boulevard #12-07 Suntec Tower One, Singapore 038987
MALAYSIA
- RAWSPARK SDN. BHD.
- 02201043732 | 1489429-H
- 43-2, Jalan Medan Setia 1, Bukit Damansara, 50490 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia