OCBC Bank puts a six-year-old in the director’s chair and lets imagination run the show.
What happens when a six-year-old directs a commercial for one of Singapore’s biggest banks?
A whole lot of creativity and a little financial wisdom.
OCBC Bank’s Mighty Savers programme teaches kids the importance of saving.
But instead of just telling them why money matters, we put learning into action.
We handed the reins to Zemily, a six-year-old with a big imagination and a small budget.
Her mission was simple. Create her own commercial about saving money.
We documented her journey in a three-part behind the scenes series. Along the way, she learned key financial lessons like budgeting, planning ahead, and understanding needs versus wants.
The campaign culminated with a stop motion commercial crafted from hundreds of paper cut-outs, bringing her vision to life.
The campaign rolled out across YouTube, Facebook, and Instagram Stories. Teasers and highlights sparked conversations at home, proving that financial literacy can be fun, hands-on, and start at any age.
We created a series of Instagram Stories that followed Emily’s journey from start to finish.
From conceptualising and storyboarding to pitching her ideas and finally bringing them to life on set, each story brought viewers behind the scenes.
The series kept audiences engaged throughout the campaign, building excitement at every stage.
To provide deeper insight into Emily’s journey, we captured every crucial moment across three captivating episodes, all leading up to the culmination of the final film directed by Emily herself.
Episode 1: Ideation Through Play
Zemily meets her co-director, professional filmmaker Peggy from Freeflow Productions, and takes on the challenge. Can a six-year-old grasp the basics of financial literacy? As she pieces together her big idea, the episode builds up to the ultimate test—a boardroom pitch to OCBC Bank’s top bosses. Will her concept get the green light?
Episode 2: Budgeting Through Play
Big dreams come with big budget challenges! When Zemily’s film faces financial roadblocks, she learns the art of smart spending with Zemily’s Shopping Spree, a game designed to teach budgeting in the most hands-on way. Can she balance creativity with cost, or will the production hit a financial snag?
Episode 3: Bringing Imagination to Life
The cameras are rolling, and Zemily is calling the shots! With stacks of paper cut-outs and a set buzzing with energy, she steps onto the production floor to see her vision come to life. But with so many moving parts, will everything fall into place, or will her directorial debut take an unexpected twist?
After countless paper cuts and even more paper cut-outs, Zemily steps onto the set to bring her vision to life.
Will the final cut be a masterpiece or a mess?