The DBS campaign is built on a universal insight that encourages people to fully live their life by savouring special moments in everyday life. By focusing on one’s love and passion, people can live in a more meaningful and joyful manner that leads to happiness and fulfilment.
Amy Wu, Executive Director and Head of Group Strategic Marketing & Communications, DBS Bank (Hong Kong) Limited, says, “Live more, Bank less is more than just a brand campaign, it is a mindset shift that empowers people to focus on what truly matters in life – their passions, their dreams, their loved ones, and the small moments of joy that make every day worth living.”
The campaign leads off with a thematic video comprising a series of vignettes that depict various individuals who strive to “Live more” by infusing something extraordinary into seemingly ordinary moments – including a couple who throws a party to announce the gender of their yet-to-be-born baby, a young woman who sets aside time for her cat, a family that goes on vacation in matching outfits, and a man who creates a map of all the playground swings in Hong Kong.
These vignettes serve as an eloquent reminder that true happiness lies not only in celebrating significant milestones but also in cherishing life's simple pleasures.
The “Live More Show” activation is another integral element of the campaign, inviting individuals to submit photos or videos that showcase their “Live More” moments. Selected submissions will be displayed on a giant video wall in Causeway Bay to inspire the public.
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About DBS DBS is a leading financial services group in Asia with a presence in 19 markets. Headquartered and listed in Singapore, DBS is in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. The bank's "AA-" and "Aa1" credit ratings are among the highest in the world.
Recognised for its global leadership, DBS has been named “World’s Best Bank” by Global Finance, “World’s Best Bank” by Euromoney and “Global Bank of the Year” by The Banker. The bank is at the forefront of leveraging digital technology to shape the future of banking, having been named “World’s Best Digital Bank” by Euromoney and the world’s “Most Innovative in Digital Banking” by The Banker. In addition, DBS has been accorded the “Safest Bank in Asia“ award by Global Finance for 14 consecutive years from 2009 to 2022. DBS provides a full range of services in consumer, SME and corporate banking. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region’s most dynamic markets. DBS is committed to building lasting relationships with customers, as it banks the Asian way. Through the DBS Foundation, the bank creates impact beyond banking by supporting social enterprises: businesses with a double bottom-line of profit and social and/or environmental impact. DBS Foundation also gives back to society in various ways, including equipping communities with future-ready skills and building food resilience. With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities. For more information, please visit www.dbs.com.
