Standard Chartered has launched ‘Move Ahead’, a new global brand campaign built around its partnership with Formula 1 and the idea that sustained preparation and performance are important in turning opportunities into results. The campaign builds on the bank’s existing global brand platform, ‘Now Is Your Time’, and is designed to highlight how Standard Chartered works with clients as they pursue growth opportunities across international markets. The campaign is being rolled out globally from September 2026 through digital, social and the bank’s owned channels.
The concept behind ‘Move Ahead’ draws heavily on the preparation and precision associated with Formula 1. Standard Chartered said the campaign reflects the way success in the sport is shaped by numerous decisions, extensive preparation, teamwork and the ability to perform at critical moments rather than by a single event on the track. The bank has used these elements as a way to communicate its approach to supporting clients as they navigate opportunities and challenges across different markets and financial environments.
The campaign connects this Formula 1-inspired approach with the services and capabilities Standard Chartered provides to its clients. The bank said its support extends across areas including international expansion, wealth growth and protection, investment planning and risk management. With an international network, local market knowledge and sector expertise, the bank aims to connect clients with opportunities across markets while supporting their financial and business objectives.
According to Standard Chartered, the campaign was developed through a combination of human creativity, strategic direction and AI-enabled production. The use of new production techniques allowed the creative team to develop visual experiences and perspectives inspired by the Formula 1 environment that would have been difficult to capture through conventional filming during the racing season. The production approach therefore combines traditional creative work with technology-assisted processes to build the campaign’s visual identity.
Sarah Hagan, Global Co-Head, Corporate Affairs, Brand and Marketing at Standard Chartered, said ‘Move Ahead’ represents the bank’s view that success is generally built through preparation, insight and the confidence to act when an opportunity emerges. She said the Formula 1 partnership provides a platform for Standard Chartered to communicate this message across its international markets. Hagan also highlighted the combination of creativity, production expertise and new techniques used to create a campaign intended to have a global identity while remaining connected to the Standard Chartered brand.
Eva Ang, Global Co-Head, Corporate Affairs, Brand and Marketing, said the campaign brings together the reach of Standard Chartered’s international network and its Formula 1 partnership. She pointed to characteristics associated with the sport, including precision, teamwork and a focus on performance, and linked these with the bank’s work with clients. According to Ang, the campaign provides the bank with a platform to demonstrate its international network and expertise while strengthening its engagement with clients.
The launch also reflects the growing role of technology and AI-enabled production in the development of large-scale financial services campaigns. Rather than using AI as the central subject of the campaign, Standard Chartered has incorporated AI-enabled production into the creative process to expand the visual possibilities available to its team. This approach forms part of the wider production strategy behind ‘Move Ahead’ and allows the campaign to combine the Formula 1 partnership with technology-supported creative development.
‘Move Ahead’ will be distributed globally across Standard Chartered’s digital, social and owned media channels beginning in September 2026. The campaign uses the bank’s Formula 1 partnership as its central creative setting while presenting a broader message about preparation, decision-making, international opportunities and sustained performance. Through the campaign, Standard Chartered is positioning its global network, local market understanding and financial expertise as part of the support it provides to clients operating across an increasingly interconnected international business environment.
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