Standard Chartered takes F1 campaign global

The company positions its international network, local market knowledge and expertise as tools for clients expanding internationally, managing wealth, investing and navigating risk.

Standard Chartered has launched Move Ahead, a global brand campaign inspired by its Formula 1 partnership and the role of preparation, precision and sustained performance in achieving results. The campaign builds on the bank’s global Now Is Your Time brand platform and focuses on how it supports clients pursuing growth opportunities across international markets.

The campaign uses Formula 1 as a framework for exploring the decisions and preparation behind performance.

Standard Chartered links banking to Formula 1

The campaign draws on the idea that Formula 1 results are shaped by preparation and thousands of decisions rather than a single moment on the track. This is connected to the bank’s positioning around helping clients turn opportunities into progress.

Standard Chartered developed the campaign through a combination of human creativity, strategic direction and AI-enabled production. The approach allowed the creative team to create Formula 1-inspired visual perspectives that would have been difficult to capture during the racing season.

Sarah Hagan, Global Co-Head, Corporate Affairs, Brand and Marketing, Standard Chartered: “Move Ahead is a powerful expression of what our brand stands for. Success is rarely defined by a single moment; it comes from preparation, insight and the confidence to act when opportunity emerges. That same belief shapes how we help our clients achieve their ambitions across the world’s most dynamic markets. Our partnership with Formula 1 gives us a distinctive platform to bring that story to life. By combining creativity, craft and new production techniques, we’ve created a campaign that feels globally relevant and unmistakably Standard Chartered.”

Campaign combines AI-enabled production and creativity

The campaign’s production approach combines traditional creative development with AI-enabled techniques. Standard Chartered says this allowed the team to explore visual experiences and perspectives that would otherwise have presented challenges during the Formula 1 racing calendar.

The campaign extends the bank’s Formula 1 partnership beyond sponsorship by using elements associated with the sport, including precision, teamwork and performance, to communicate its broader brand positioning.

Standard Chartered focuses on international growth

Eva Ang, Global Co-Head, Corporate Affairs, Brand and Marketing, Standard Chartered: “Move Ahead brings together the strength of our international network with the reach and impact of our Formula 1 partnership. It draws on the precision, teamwork and relentless pursuit of performance that define the sport and connects them to how we help our clients succeed. This gives us a compelling global platform to demonstrate the value of our network and expertise, deepen our relevance with clients and tell a distinctive Standard Chartered story.”

The campaign will support Standard Chartered’s global brand activity, connecting its Formula 1 partnership with its positioning around international connectivity, expertise and client growth.

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