DBS Indonesia has launched a new campaign for its Vantage Credit Card, shifting the focus from traditional financial prosperity to a more holistic and human-centered perspective on wealth. In collaboration with creative agency Digital Sea, the campaign encourages viewers to reflect on the less tangible aspects of wealth, such as time, relationships, health, and the ability to make a meaningful impact. The campaign’s narrative-led approach, co-created by Digital Sea’s executive creative director Jerry Soeria and general manager Bellamia Agustina, moves away from material success and instead frames these intangible aspects as essential markers of a well-lived life.
The campaign, titled “Have You Ever,” is a call to introspection, inviting viewers to reevaluate their definition of wealth and recognize the value that transcends material possessions. The tagline “For a life that is truly well-lived” captures the essence of the campaign, which aims to spark a different conversation about success and prosperity. By shifting the focus from product-first execution to a more personal and meaningful approach, the campaign proves that even in banking, it’s possible to tell meaningful stories.
To bring the story to life, the team enlisted director Davi Linggar, known for his cinematic style and visual depth. His direction adds emotional resonance to the film, reinforcing the campaign’s introspective tone and broadening its reach beyond typical financial messaging. The campaign’s approach is a departure from traditional banking advertisements, which often focus on material success and financial prosperity.
According to Diah Febriana Risanti, executive director of marketing and technology at DBS Indonesia, the campaign allows the bank to reinforce its distinct approach, which prioritizes depth over display, meaning over status, and a legacy that transcends the tangible. The campaign is a reflection of DBS Indonesia’s commitment to being a trusted wealth partner, one that encourages its customers to think differently about success and prosperity. By launching this campaign, DBS Indonesia aims to inspire a new conversation about wealth and what it means to live a truly well-lived life.