The Cool Executive Officer (CEO) Challenge

Video Production

It’s easy to talk about Corporate Social Responsibility (CSR), but harder to make people care. We helped Standard Chartered Bank Malaysia redefine CSR through a bold video campaign that put its CEOs on the Kuala Lumpur Standard Chartered Marathon (KLSCM) track to race each other for charity. Through narrative-driven storytelling, we transformed its corporate leaders into relatable ‘Cool Executive Officers’, sparking a ripple effect that inspired others to join the cause.

Challenge

CSR is often seen as a checkbox exercise in the banking world. For Standard Chartered, the challenge was to change this perception and show that Run For A Reason, together with Futuremakers—its global initiative for disadvantaged groups—could drive real impact. Yet relying on corporate leaders as figureheads risked coming across as distant and formal, making it harder to connect with the communities they serve.

Strategy

Our strategy was to redefine CSR as leadership in action by making Standard Chartered’s CEOs walk the talk—or rather, run the race. We took them out of the boardroom and onto the track, surprising them with a friendly face-off in a 10km race. More than a contest of speed, it was a challenge to raise funds for Futuremakers. The unexpected rivalry drew out their real personalities, and through candid storytelling, we humanised the bank’s top leaders as relatable “Cool Executive Officers.”

Execution

We brought this strategy to life with two narrative-driven videos that followed the CEOs’ journey from training to race day at the Kuala Lumpur Standard Chartered Marathon. Each video highlighted their personal commitment while showcasing the charity’s mission, striking a balance between authenticity and inspiration. Short-form edits and social cutdowns extended the reach across digital platforms, sparking conversations and encouraging the public to join Run For A Reason.

See What We Achieved

The campaign strengthened Standard Chartered’s brand image and its CEOs’ reputation as leaders who inspire through action. Most importantly, it advanced Futuremakers’ goal of creating 140,000 jobs by 2030 and sparked a ripple effect that rallied employees, partners, and the public to champion meaningful change.