Standard Chartered Launched Global Brand Campaign
The bank has introduced its new Move ahead campaign using AI production and its Formula 1 partnership.
Updated on Sept. 28, 2026 in Advertising
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Standard Chartered has launched a new global brand campaign titled Move ahead. The initiative highlights the bank's role as a financial partner by leveraging its multi-year collaboration with Formula 1.
Why it matters
The campaign aims to demonstrate how the bank helps clients convert their professional and personal ambitions into measurable progress. It serves as a strategic branding effort to align the bank's wealth management services with the high-performance culture of Formula 1.
Standard Chartered operates in 19 of the 21 global Formula 1 race markets. The bank has served as an official wealth management and corporate banking partner for Formula 1 since the beginning of the 2026 season.
The players
Standard Chartered
Standard Chartered is a multinational banking and financial services company headquartered in London that operates a network of over 1,000 branches and outlets across more than 60 countries.
Formula 1
Formula 1 is the highest class of international auto racing for single-seater formula racing cars sanctioned by the FIA and held globally throughout the year.
The details
The campaign features AI-enabled production techniques to generate visual experiences that the bank states are unattainable through traditional filming methods. It will be distributed across various digital, social, and owned channels to maximize international reach.
Timeline
Standard Chartered began its multi-year partnership with Formula 1 in 2026.
The campaign begins its global rollout in September 2026.
Market Landscape
The campaign utilizes the bank's role as the official wealth management and corporate partner of Formula 1 to distinguish its brand in a competitive international sector. This strategic move leverages high-profile sports sponsorship to strengthen client relationships across its 19 active race market locations.
Clients and customers can expect to see this new branding across digital and social channels as part of the bank's international outreach. The campaign does not directly alter existing retail pricing or product availability for personal banking customers.
The takeaway
The campaign underscores how multinational financial institutions are increasingly adopting AI-generated media to elevate traditional sponsorship marketing. By integrating advanced production with sports partnerships, the bank is attempting to modernize its global corporate identity.
Further reading
Learn more about the evolving strategies within the sector on the Advertising page.
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