STANDARD CHARTERED "SHIPBREAKING"

Thousands of shipbreakers risk their lives to earn a living

Every week, one worker dies from the dangerous job of breaking ships. Standard Chartered works with shipyard owners in Bangladesh to change how things are done in the industry. So it's safer for workers, cleaner for the environment, and better for the families and communities that depend on them.

The Campaign

Shipbreaking is an important economic activity that allows the ship’s materials, especially steel, to be recycled and made into new products. But it is also hazardous and not adequately regulated.

The Hong Kong Convention intends to address all the issues around ship recycling, including the fact that ships sold for scrapping may contain environmentally hazardous substances such as asbestos, heavy metals, hydrocarbons, ozone-depleting substances and others. It also addresses concerns raised about the working and environmental conditions at many of the world's ship recycling locations.

Ship recycling employs an estimated 200,000 workers in Bangladesh, with around a million people directly or indirectly related to the industry.

Standard Chartered actions improve ship recycling practices, promoting sustainable practices in these sectors while supporting local economic growth and prosperity.

Each ship takes months to be broken apart. This fact posed incredible challenges to the creative and production process, requiring lengthy preproduction due to unpredictable conditions, difficulty in access, long delays, etc. Besides the TVC, the campaign also contained several content pieces tailored to each social platform and special formats.

The campaign rolled out globally, emphasising Standard Chartered main markets in Asia, Africa and the Middle East; and in different channels such as digital, social, and OOH.

Credits

Thrilled to work along with the very talented team at TBWA\ Singapore and SixToes. Thanks to: Eve Aw, Hagan De Villiers, Perry Essig, Laurent Pastorelli, Gary Steele, Sol Zoleta, Robin Nayak, Vanessa Soh, Michele Bouquet, Haydn Evans, Melissa Hill, Andy Norris, Rachael Wong, Melissa Tam, Janice Tay, Gilda Orru, Jamal Paiman, Lawrence Hu, Jaron Ngoh, Elliot Davis, Valery Seng, Monta Neinberga, Deena Kamisan, Kat Toh, Winnie Choo, Mark Doney, Grace Ng, Christina Rios, Danial Khalis, Widad Ismail, Danial Hakim, Akanksha Nair, Leigh Arbon, Mathilde Blethon, Anne Brandner, Franziska Krueger.

Client: Standard Chartered
Agency: TBWA Singapore
My Role: Creative Direction, Art Direction, Design