Discovering new connotations in an old bank

The general public’s impression of Shin Kong Bank is that of an old brand with mature customers, but with a vague image and easily confused with Taishin Bank. By raising the favor of young people and awareness of the brand through image videos, we brought out a brand-new digital financial image and the new services of Shin Kong Bank.

Turning historical burdens around, we believe that Shin Kong has been the biggest witness of new waves and new generations. It therefore understands what is “new” the best of all, and has managed to seize the right to interpreting the concept of “new” among all other financial brands. The concept of the video, “New Future, New You,” brought out a new look represented by younger consumers, allowing Shin Kong Bank to become a character that accompanies you in facing challenges and the unknown.

The word “new” was transformed into a system. Opening the strokes on the right half formed a container shaped like a bracket, and opening and closing it by following the strokes allowed for the freedom to fill it up with countless possibilities. This was a display of Shin Kong Bank being not only one of the many new things that will touch the younger generation, but also a new digital financial service that revolves around consumers. The video adopted a mixed-media visual approach, combining 2D and 3D animation, cel animation, and live-action. Coupled with the soundtrack and a strong sense of rhythm in the editing, we were able to bring a whole new visual experience to the audience.