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DBS BANK

Huat – The Scent of Money


Huat   [ Hu-ah-art ]  •  Verb
A hokkien expression 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






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AWARDS
New York Festivals
(Bank: Commercial & Retail) / Silver
New York Festivals (Direct) / Shortlist
The One Show (Direct) / Shortlist
Creative Circle
(Best Use of Cultural Insights) / Bronze
Creative Circle (Direct) / Shortlist
Mark