Nobody believes in banks anymore. After all, a bank is a bank. Don’t their interests always come first?While its peers posted record losses, Standard Chartered was unaffected. By avoiding financial weapons of mass destruction, we wanted to tell people Standard Chartered is Here for good.

But words are only words. We needed to demonstrate Here for good in the delivery of the communication. So a rare opportunity was given to young artists and independent filmmakers, unrelated to advertising. All were invited to bring our brand belief to life.

To represent the bank’s footprint of Asia, Africa and the Middle East, three films were created. Each film has its own interpretation. Each one has a distinct execution.

This film was created by Ezra Wube, an Ethiopian-born artist.

It began with a brand belief. Rather than preach, it encouraged debate and discussion.

For film, we created an initiative called The Collective Good. A rare opportunity was given to young artists. Independent filmmakers. And unique minds, unrelated to advertising. All were invited to bring the brand belief to life. Their work was shared across regions. And our films were as diverse as the bank’s footprint.

Our outdoor message had meaning, long after the media placement ended. Vinyl material was recycled and repurposed for schools and small businesses.

Finally, a repository of stories was added online - proof of the good the bank has been doing. Many led you to causes and initiatives STANDARD CHARTERED is involved in.

• Campaign elicited articles by The Wall Street Journal, Financial Times, The Guardian and Fast Company.

• Within the first month, the number of page views for the bank’s website increased by 27% to 2,421,261.• US$3 million in free media coverage.• Enquiries from Singapore's Economic Development Board and respected business schools to use the campaign as a case study.

• 'Here for good' rallied the bank’s 73,000 staff, influencing policies, products and offerings.• Bank delivers record first-half profit in 2010. Group profit up 10%; consumer banking profit up 85%; and wholesale banking profit up 10%.