To help OCBC tell kids and their parents about their Mighty Savers savings plan for kids…
We found Singapore’s youngest Director, and gave her our marketing budget to film a commercial to teach kids her age about saving.
What happens when you give your client’s marketing budget to a 6 year-old?
Gold. Literally, and figuratively.
This campaign to promote OCBC's Mighty Savers Children's Savings programme was a joy to work on from start to finish, as we gladly passed the responsibility of concepting, writing and directing the commercial on to a 6 year-old, and chronicled her journey.
We used the journey of creating her own commercial as a way to teach Zemily the basic values of Financial Literacy - from patience, to needs and wants and more. And we shared that journey to Mums who could see and learn how to best teach kids about this complicated topic, through simple and fun games.
It was marketed to Mums using highlights and teasers driven through youtube, facebook and IG Stories.
Especially unique is that in the end, we got a film that was created by a kid, for kids - using characters, art style and storytelling that Zemily concepted and wanted.
Zemily’s commercial.
Koryn and the Bear is the film created by Zemily herself - she named and thought of the characters, and insisted on stop-motion style to bring it to life! It was a labour of love project that resulted in a unique and special end result.
Episode 1: Ideation Through Play.
In this episode Zemily learns how to come up with the concept of her commercial with some fun brainstorming games!
Episode 2: Zemily learns to budget.
In this episode, Zemily goes on a pretend shopping trip - for the things that she needs to produce her commercial! By doing so, she learns that in order to get the things she wants, she needs to have a budget and stick to it!
Episode 3: Imagination come to life.
In the final episode, Zemily gets to see how it takes a whole team of people working hard to help her concept come to life, and she learns a great appreciation for teamwork!