Seeing Beyond

UOB Private Bank has just launched a short film which showcases the power of a long-term vision and generational legacy produced by BBH Singapore.

In the latest step in the Bank’s ongoing brand revitalisation, BBH Singapore has created an emotive film, directed by renowned director David Tsui. The story anchors on the Kazakh tradition of eagle hunting by nomadic hunters which is usually passed down to male heirs. However, the film reveals the foresight and belief of a father for his daughter to carry out this mission despite doubts from those around him. The father’s vision to see beyond has enabled the next generation to continue the tradition with confidence.

With many High and Ultra High Net Worth individuals in Asia at varying stages of their journey of wealth protection, growth, and legacy building, UOB Private Bank and BBH Singapore have captured the power of foresight through thematic storytelling. As the eagle hunter and father demonstrates faith in his daughter, this film merges traditional themes with the vision required to create long-lasting legacies. The film stands in alignment with UOB Private Bank’s refined purpose and ambition to play a key role in the stewardship of Asian wealth and generational success.

Chew Mun Yew, Head of Private Wealth at UOB, comments, “For families and businesses alike, meaningful legacy planning requires a sound strategy and execution. As a bank with entrepreneurial roots, we understand the importance of building, protecting and passing on legacies from one generation to another. Every client has different needs and priorities, and our wealth of expertise in the private wealth space allows us to provide a wide spectrum of advice and solutions to cater to both their personal and business needs. This brand refresh campaign is part of our ongoing brand revitalisation, poised to empower the next generation of change-makers across ASEAN.”

Janson Choo, Executive Creative Director at BBH Singapore, adds, “This film explores the emotional challenges implicit in passing on the torch from one generation to the next. Ultimately, when a parent demonstrates faith in their children, they inspire them to create an even stronger future for their legacy.”

The film will air on prime time slots on CNN and CNBC Asia and CNA, and in-flight across Singapore Airlines, Eva Air and Cathay Pacific.