AGENCY
Megan Morrell / Business Director
/ BBH SingaporeFaraaz Marghoob
/ Strategy Director
/ BBH SingaporeKim Lim
/ Producer
/ BBH SingaporeWei Hao
/ Senior Art Director
/ BBH Singapore
Jac Rodrigo
/ Creative Director
/ BBH Singapore
Pete Callaghan
/ Creative Director
/ BBH Singapore
Nicole Lee
/ Account Director
/ BBH Singapore
Justin Ang
/ Account Manager
/ BBH Singapore
Zenith
SUMMARY
Coming of age alongside the advent of social media, Millennials are the most judged and named-called generation ever. Not only does wider society judge them unfairly, but Millennials themselves are thoroughly fed up with the label. To engage this generation, UOB spoke to the whole nation to demonstrate that they are in fact no different to generations past, and that all new generations have always pushed for progress in their own way. In doing so, UOB doubled advocacy rates and acquired record numbers of customers amongst the all-important segment.
