DBS CNN campaign

DBS and CNN International Commercial (CNNIC) have joined forces for an advertising and sponsorship campaign focused on sustainability and innovation, across TV, digital and social platforms. The campaign will also echo DBS’s sustainability initiatives including zero food waste and reducing carbon footprint. 

The cross-platform campaign includes DBS being the exclusive sponsor of two half-hour ‘Inventing Tomorrow’ shows which is hosted by Kristie Lu Stout. The award-winning program highlights the innovative steps that entrepreneurs and businesses are taking to change the way we live during this time of unprecedented change. 

In addition, a branded content series, ‘Portraits of Purpose’, which comprises seven films, is being produced by CNNIC’s global brand studio Create. 

The sponsored and branded content is being distributed via CNN International’s TV, digital and social platforms to reach influential global audiences at scale. This includes primary audiences of affluent and business decision-makers in China, Hong Kong, India, Indonesia, Singapore and Taiwan.

“Leading businesses like DBS have an important role to play in advocating for a sustainable future, whilst media organizations like CNN can engage people and tell stories in a way that inspires global audiences.” said Rob Bradley, Senior Vice President, CNN International Commercial.

DBS Head of Strategic Marketing and Communications Karen Ngui said, “We believe that the path to building a sustainable future lies not only in walking the talk but also in working with all our stakeholders to spark change and inspire positive action. The choices we make will not just yield impact today, but also shape our legacy for tomorrow.”