The bold history that lives on and inspire us today.
Financial branding campaigns are a dime a dozen, but GIC faced a higher level of difficulty than most. As the state’s fund manager, the ‘invisible giant’ had no direct products and connection to consumers and kept a low profile. For its 40th anniversary campaign, we dropped GIC’s conservative corporate veneer and grabbed Singaporeans with its bold spirit and fearless founders. We traded investment jargon for passion, went from looking back at history to making history, and delivered real impact with GIC’s book becoming a bestseller and the work making the headlines. All at a fraction of competitor spend.