DBS BANK

Huat – The Scent of Money


Huat   [ Hu-ah-art ]  •  Verb
A hokkien expression of the chinese word “發”, meaning “to prosper”. The phrase is a popular greeting during the festive season to send and attract auspiciousness simultaneously.

When DBS bank launched cashless red packets this Chinese New Year, no one wanted to use them. It was down to one thing – smell. Specifically the smell of new notes drawn from the ATM. So we recreated The Scent of Money, designed to seduce people in the primal of ways so that they’ll switch up their 2000 year old obsession with cash for our modern, cashless solution.

























CREDITS

Chief Creative Officer

Nicholas Ye

Creative Director

Angie Featherstone

Art Director

Jaron Ngoh 

Copywriter

Sarah Marie Goh

Production Company

Abundant

Photography

Gabe Chen






PRESS COVERAGE

Adage
Its Nice That
Mothership
Must Share News
Daily Vanity
Campaign Brief Asia
Little Black Book 
Campaign Asia
Marketing Interactive
The Drum’s Best of CNY
Contagious

AWARDS
New York Festivals (Banks: Commercial + Retail) / Silver
New York Festivals (Direct) / Shortlist
The One Show (Direct Marketing) / Shortlist


Mark