GXBank - "GXBANK_Full Launch Video 16x9 (3min - ENG SUB – Confidential For Reference Only)" by PHNX Awards 2024
Filter results by
| Title | GXBANK_Full Launch Video 16x9 (3min - ENG SUB – Confidential For Reference Only) |
| Agency | VaynerMedia APAC |
| Campaign | #SepoketImpian: A Pocketful of Dreams |
| Advertiser | GXBank |
| Brand | GXBank |
| Date of First Broadcast/Publication | 2024 / 3 |
| Product | Digital Bank |
| Story | CONTEXT: Despite strides in economic development, many Malaysians face significant barriers in traditional banking, including low financial literacy, limited access to banking facilities, and opportunities for growth. OBJECTIVES: To launch GXBank as Malaysia’s FIRST digital bank, igniting a new era of accessible and inclusive banking for all Malaysians, while bridging the gap for the underserved. STRATEGIC INSIGHT: GXBank wants to empower every Malaysian to achieve financial resilience and help them take the first leap in pursuing their dreams. However, the lack of resources often hampers their ability to set goals or ambitions — let alone dreams. As a cash-reliant community, Malaysians felt like digital banks were made only for the elite. To add to that barrier, digital banks are often seen as cold and transactional. GXBank has all the right product features in place to help Malaysians get ahead financially. How could we introduce GXBank as a bank that gives them the chance to thrive? CREATIVE IDEA & EXECUTION: With this insight, we conceptualised #SepoketImpian: A Pocketful of Dreams, a heartwarming, consumer-led campaign that transforms GXBank into the bank of every Malaysian's dreams nestled right within their pocket, easily accessible with a simple tap on a mobile device. Empowering dreams and aspirations, the digital bank breaks down physical barriers and fuels aspirations. GXBank empowers Malaysians to embark on their journey anytime, anywhere, offering them the tools and knowledge to turn their dreams into reality. Rooted in culture and based on the very real struggles of Malaysian families, we told a heartwarming story about a financially strapped father and son who carved out a future for themselves – and it all started with our creative platform, A Pocketful of Dreams (#SepoketImpian). The film begins with tension building in their household as they believe the only way to stay afloat is to sacrifice their dreams. We wanted our audience to feel the intensity of their emotions so instead of dialogue, we used music and lyrics to convey those feelings. The aspirations they had hidden away in the depths of their pocket weighed so heavily on them that one day it manifested itself into a whimsical character, Johan (which means “Champion” in Bahasa Malaysia). Johan represented both the digital bank (that lives in your pocket) and the dreams they had put away. This not only gave the all-too-realistic film a charming twist but also added warmth to the transactional app. GXBank champions the transformative power of dreams and the pivotal role banking plays in making them a reality. From our brand film to our always-on engagement on social media and various marketing touchpoints — every aspect of the campaign is designed to inspire Malaysians to reach for their dreams. Through this campaign and story, we were able to communicate the bank’s vision for the country’s financial future, reignite a spark of hope and possibility in the hearts of everyday Malaysians, and show them that banking can be made simple with GXBank. |
| Length | |
| VAYNERMEDIA APAC | |
| Head of Creative APAC | Chan Woei Hern |
| Group Creative Director | JY Lay |
| Associate Creative Director | Candice Chhoa |
| Senior Art Director | Gab Bernal |
| Art Director | Azlan Tengku |
| Art Director | Kit Sze Leong |
| Senior Designer | Selina Tan |
| Senior Copywriter | Emillio Rodrigues |
| Junior Copywriter | Andrea Raeburn |
| Copywriter | Nikmat Hashim |
| Content Creator | Renee Oon |
| Content Creator | Ambry Nurhayati |
| Head of Client Partnerships APAC | Shrey Ketharpal |
| Senior Account Director | Nathanael Subasanran |
| Senior Account Manager | Brenda Yew |
| Account Manager | Natalie Check |
| Head of Strategy & Insights APAC | Alex Erasmus |
| Associate Strategy Director | Cheryl Teng |
| Senior Strategist & Post Creative Strategist | Meng Tan |
| Communications Planner & Post Creative Strategist | Nurul Basyirah |
| Head of Production APAC | Jonathan Gerard |
| Senior Producer | Zyra Khirudin |
| Senior Project Manager | Chloe Chan |
| PRODUCTION |