Stay woke with your supply chain
- Standard Charted Bank
The global supply chain is highly connected and closer to us (consumers) than we think. It touches us all in our daily lives in more ways than one. Standard Chartered Bank intends to shed some light into the whole ordeal to make consumers aware about their purchases. From a banking front, they seek to raise standards in the supply chain management output through finance. But to do so, they need consumers to start to seek the knowledge of how the products they purchase are made, and demanding they are made the right (and sustainable) way.
The idea of using threads to represent the invisible supply chain we normally don't see, was simply a magical way of telling a story on film, which tends to be a heavy topic for the average consumer. So, on this journey, we follow Malcom who basically got "woke" by suddenly noticing a thread tethered to his purchase. Curiously, he follows it all the way to its source. Of course there should be more, but that is way too complex to fathom.
On social media, we took consumers on a journey and demonstrated how difficult it was to trace a supply chain, and then pushes them to our site to further explain how the bank is tracing and to a certain extend cleaning up the supply chain using their limited pressure through finance and presence in the business world.
A quick look at the Facebook canvas journey on top of the various social post and banners on the matter.
On out-of-home media around the world, we converted the threads to form icons which simplifies the communication of how a product threads through the various parts of the supply chain and shed some alarming statistical figures about the supply chain.
