CIMB launches exuberant “Break Free, Bank Differently” campaign in Singapore – Branding in Asia Magazine

CIMB has launched a new campaign via BBDO Singapore titled “Break free, bank another” showcasing the brand as “more than just a trusted bank”. The series of spots feature the main character looking quite exuberant about his freedom break – overwhelmed with the urge to dance while bringing color to the bland bank’s black and white world.

BBDO partnered with production house BDA to create the branded films designed to resonate with potential and existing customers.

The concept of the first brand movie shows what happens when you break free from the rut of inefficient banking habits. It centers around CIMB’s jovial protagonist – dressed in CIMB’s signature red hues.

While the first branded film exudes a light and lively quality, BBDO sought for the second film to offer a change of pace for a different target demographic – customers of CIMB’s priority banking service, CIMB Preferred.

“The team has done a fantastic job of encapsulating the essence of ‘Break free, bank another’ while adopting a more sophisticated and refined demeanor,” BBDO Singapore Creative Director GuanHin Tay said of the second film. .

“BBDO had to balance execution by creating informative yet intriguing content to cover a wide range of key points while giving CIMB a strong brand personality that stood out from the clutter. Throughout the content, the central protagonist – a character that exists in the same “CIMB world” – lives a high-end lifestyle while breaking the fourth wall, literally walking through frame boundaries to travel from one destination to another.

BBDO also conceptualized and created other deliverables to promote the Break Free, Bank Different narrative, including themed key posters, disruptive social media vertical videos, and interactive OOH ads that guided viewers to CIMB’s new outlet at CIMB Plaza, 30 Raffles Place. The CIMB Preferred campaign will follow and is expected to launch in March 2022.

“Break Free, Bank Differently is about doing things differently from previous years to improve the overall end-user experience,
said CIMB Singapore CEO Victor Lee.

“By focusing on customer centricity and putting customers first – at the heart of everything we do – we aim to build a high-performing, sustainable organization that will help drive both customers and society forward.”


Executive Producers: Paula Mason and Sarah Dillon
Director: Sunji
1st Assistant Director: Brenda Ong
Producer: Nur Mirrah Amit
Director of photography: Grant Douglas

CCO: GuanHin Tay
Copy: Kevin Ho
Drawing: Jarryl Lee
Account Management: Erica Sanidad/Chermaine Chong
Producer: Anita Toh

Head of Retail Banking and Digital: Merlyn Tsai

CIMB Brand Team
Sharon Khor
Estar Rino
Deborah Nanayakara
Louis Ng

CIMB Preferred Banking Team
Claudia Chin
Joanne Yeo