TBWA\Singapore and HSBC release 'Bread and Better' with Warner Music Asia
‘Bread and Better’ features young talents from the region including Hong Kong singer-songwriter, Gareth.T; Hong Kong singer, actor and member of boy band Mirror, Keung To; and Singaporean singer-songwriter, Gentle Bones (Joel Tan). The song and music video aim to inspire audiences to rise above their challenges and pursue their life goals.
Part of the new ‘Grow Your Wealth’ campaign designed to foster the financial confidence of millennials through approachable personal finance content, ‘Bread and Better’ is created by HSBC Singapore with TBWA\Singapore, record label company Warner Music’s affiliates 1 , and three of the hottest rising artists in the region – Gentle Bones from Singapore, Gareth Tong – also known as Gareth. T, and Keung To from Hong Kong. The music video is available on HSBC Singapore’s YouTube channel and has garnered more than 1.7 million views in just one month after it went live.
“At HSBC, we continuously strive to open up a world of opportunities. The song and music video captures the internationalist and entrepreneurial spirit, sending a positive message of hope and possibilities to a generation of adults working to attain financial independence while pursuing their passion. This campaign reflects the bank’s commitment to supporting the diverse wealth and international banking needs of this generation regardless of their stage in wealth accumulation,” said Alice Fok, head of customer, international & marketing, wealth and personal banking, HSBC Singapore.
“Our goal is to connect with our audiences in a novel and meaningful way which transcends traditional modes of communication. The song written and performed by Gareth.T, Gentle Bones and Keung To embodies our message of ambition and growth and we’re confident it will resonate with existing audiences and reach new ones,” said Flora Chan, senior vice president, head of retail bank marketing, HSBC Singapore.
‘Bread and Better’ is available on major music streaming platforms worldwide.
"The music video portrays the different daily struggles of three young men and how they overcome it in a kitchen, where they start baking bread and realise that they have the power to be in control of their future. I think a lot of our young audiences will identify with the artists as they draw relevance to their own similar hardships," Kendra said.
“Through the metaphor of ‘baking bread’, the song and music video aim to send a positive message of hope and encouragement. Especially for the generation of young adults who are working out how to attain financial freedom while chasing and making their dreams a reality,” added Michèle Bouquet-Kumble, senior strategy director, TBWA\ Singapore.
“This campaign is a testament to how pop culture and music can be powerful tools to ignite brand passion and drive deeper engagement across audiences, both existing and new. The song lyrics perfectly complements the impactful message,” said Mandy Wong, president of TBWA\Singapore.
Becky Yeung, regional brand partnership, synchronisation and business director of Warner Music Asia, said, “It’s been a pleasure partnering with HSBC Singapore, TBWA\ Singapore, and our artists on this project. We believe in the ability of music to communicate where words fail. This collaboration has been truly inspiring, showcasing the power of music to help brands drive brand love and connect with audiences.”
Behind the beats and beyond the lyrics – hear straight from the artists as they lay it all bare with their personal financial struggles and journey towards achieving their dreams through a series of rapid-fire questions.
Today, more than 50% of Singaporeans are interested and invested in growing their wealth, but a knowledge gap remains due to barriers, such as lack of trusted sources of information to guide them, and platforms not providing enough insights and content to direct their investment decisions (SJP Asia Study, 2023).
Based on this insight, HSBC Singapore and TBWA\Singapore launched a three-episode social content series where the art of bread-baking meets financial mastery – and the 2nd installment of the bank’s ‘Grow Your Wealth’ campaign in Singapore.
