the idea

After the pandemic, Southeast Asia was running low on certainty — and on self-belief. Customers weren’t just doubting banks, they were doubting themselves. Dreams were shelved. Risks avoided. Everyone was waiting for “the right time” that never arrived.

DBS — the region’s biggest bank — knew reassurance wasn’t enough. So it launched Trust Your Spark, the largest brand campaign the bank had taken on in a decade, spanning nine countries. Instead of spotlighting the winners, we went all in on the strugglers. We followed 11 customers across Asia, capturing their setbacks, small wins, and the raw moment someone finally believed in them. This wasn’t advertising as usual. DBS paired the stories with mentorship, funding, and real opportunities to push them forward.

And it didn’t stop there. Through the DBS Foundation, the campaign expanded into a platform for even more changemakers to access backing and build their vision. What started as a campaign became a movement — sparking conversations, reshaping who gets the chance to succeed, and earning positive sentiment across every market it touched.