DBS, Singapore’s leading consumer bank, believes in playing an active role to build a more sustainable society for the future generations. In its continued efforts to inspire, inform and engage a wider audience, and spark an island-wide movement to act responsibly, DBS partnered Singapore Press Holdings with a weekly advertising and content campaign to heighten the awareness on sustainability that would result in long-term benefits for our island’s well-being.

Bi-weekly two-page wraps and editorial were published across 61 weeks on the ST Life section, starting from June 2019. The Sweet Campaign Team was tasked to design the cover wraps based on the themes, whilst continuing the threads on the second page of advertorials that were produced by Sweet Content. These 2-pagers became a rally call and motivators on alternate Sundays, summoning the inner heroes in the everyday Singaporeans. The campaign was planned to drive a more conscious society through achievable lifestyle changes. These came in the form of stories of social enterprises, tips via infographics, as well as user-generated content.

The campaign ran thematically with topics that were wide-ranging. They covered issues such as the growing concerns of single-use plastic, the impact and implication of food waste, the effects of fast fashion and conscious consumptions, ways to declutter our lives, demystifying the truths of carbon footprint, and how technology helps to improve active ageing. The Covid-19 pandemic, which happened within the campaign period, further shaped the conversations on sustainability, social responsibilities and appreciations, whilst putting into light DBS’ efforts in providing for the community hardest hits during those trying times. Below are highlights from the campaign’s cover wraps, followed by additional unpublished concepts.

ADVERTISING | CONTENT

CREDITS: Creative Director – Tommy Lim • Campaign Lead: Byron Yap • Art Directors – Ahmad Sadali / Rachel Lye / Tammy Huang / Amran Mael / Alicia Boo • Copywriters – Caroline Chew / Kevin Teo • Content Head – Tay Hwee Peng • Storytellers – June Mak / Rachel Goh / Jolene Limuco / Rachel Tan / Peh Yi Wen / Gilbert Wong