Blak Labs unveils new TVC for Maybank Singapore

SINGAPORE – Maybank Singapore has launched a new integrated campaign for the Family & Friends credit card, through new agency Blak Labs.

wide player in 16:9 format. Used on article page for Campaign.

The campaign was created by Singapore’s newest integrated micro-agency Blak Labs. The idea is the work of a creative team comprising former former Euro RSCG managing director Charlie Blower and ex-Grey creative leads Hwee Peng Koh, Nick Tan and Elsa Peck. 

The integrated campaign focuses on the rebates which deliver "what matters most" to card holders, namely great value for moments shared with family and friends. The card's rebates are delivered through every day shopping at popular supermarkets, pharmacies, quick service dining, toy stores, book stores and family entertainment, at over 200 outlets in Singapore and Malaysia.

The campaign launches with a 30” TVC featuring an extended family and their friends in a variety of shared significant moments such as an overseas holiday, a father and son playing together with trains and a grand picnic.

Said Karen Low, head, cards and unsecured credit, consumer banking at Maybank Singapore, “Family and Friends is all about delivering value where it matters most.

Which is why we've created a rebate system around everyday shopping needs to deliver greater value for our card members. We’re living in a new financial world and the campaign is designed to reflect these family-centric times and the desire customers have for real value in terms of the rebates they gain from their cards.”

Blower said the new agency is delighted to be able to support Maybank Singapore with the creative for the Family and Friends relaunch. “We hope that the integrated campaign delivers results for them."

Credits

Client Maybank Singapore
Agency Blak Labs
Creative team Charlie Blower, Hwee Peng Koh, Nick Tan, Elsa Peck
Producer Pamela Phang
Production house Moviola
Director Tai Heng
Producer Ronnie Lee
Post production Black Magic Design
Music Song Zu
Singapore producer Donnie Lee
Music director Gerald Fitzgerald
Print photography Mark Law
Producer Anita Toh

Related Articles

Just Published

2 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

3 hours ago

Agency Report Card 2024: Assembly

Assembly successfully pivoted to new sectors like healthcare and achieved B Corp certification. But revenue and operational hurdles must be addressed to solidify its position as a challenger agency.

3 hours ago

Agency Report Card 2024: TBWA

With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.

3 hours ago

Agency Report Card 2024: Publicis Media

Publicis Media came in swinging in 2024—snagging big-name clients, racking up awards and riding a wave of regional growth. But with rivals regrouping and the AI race tightening, the fight for APAC dominance is far from over.