The campaign theme is built around enhancing Stanbic’s brand promise of “moving forward.” The idea is to engage customers by reiterating the brands vision and following it up with the promise to support them in meeting their goals by providing digital banking solutions that help them progress/move forward.

The aim is to show Stanbic as a customer-centric bank that is able to embrace the pace at which the customers environment is changing, while providing the customer with centralized financial tools that meet their ever evolving needs.

The first direction follows a more aspirational approach and shows the models engaging in lifestyle activities. This positions Stanbic as a bank that is committed to putting the customer, their needs and values at the centre of its operation. This is in line with the campaign manifesto "moving forward with you"

Both the headlines and body copy reflect the direction that the bank is taking towards moving forward with the customer.

Whilst the approach in the second direction is also aspirational, it takes on a more abstract style of showing each individuals aspirations and how Stanbic will help them to achieve them.

The main focus of the imagery is the model in the foreground while their goals and aspirations are shown in the background. This demonstrates how each individual carries their dreams with them.

This approach will feature a more product heavy drive with some of the artwork featuring models that are interacting with the products that will enable them to achieve their goals.
The headlines and body copy clearly state how Stanbic comes in as a vehicle to help individuals achieve their goals. The messaging is consistent with the campaign theme “moving forward with you.”