Making of an epic: ChinaBank celebrates 100 years
Screen shot of a group photo of Dee C. Chuan character—Charles Tiu—with friends as they pose in front of the first China Bank office in Binondo —CONTRIBUTED PHOTOS
On Aug. 16 this year, China Banking Corp. will join the small, elite group of companies that have made it to 100 years through trials, setbacks, failures and changing financial fortunes.
It is hard enough for a company to survive even just five years, thus to celebrate 100 years is nothing short of a miracle.
To help underscore this remarkable achievement, ChinaBank produced a mini-film, its first commercial since 1997, when it promoted its Cash and Cars campaign on television.
First released through social media channels to be followed on cable television in July or August this year, the centennial film commercial under the theme “Making of an Epic” seeks to “encapsulate the glorious history of the bank in a film.” In 60 seconds, the commercial walks the viewer through the 100 years of ChinaBank’s history, from its founding in 1920 by a group of some of that time’s most prominent businessmen led by Dee C. Chuan, a leading business leader and philanthropist, and Don Albino SyCip, known as the Dean of Philippine Banking, to its innovations over the years that put the bank in its lofty position today as one of the country’s largest and most respected banks.
Charles Tiu
Advertising and marketing specialist Nita Claravall & Associates developed the overall concept and produced the film for ChinaBank, with award-winning director Paolo Dy at the helm with award-winning cinematographer Rody Lacap and executive producer Cynthia B. Fernandez.
They worked closely together with ChinaBank leadership including chair Hans T. Sy, president William C. Whang, senior vice president Alex C. Escucha and marketing communications head Mary Ann R. Ducanes.
Topbilling the film are actor Richard Yap and sports analyst Charles Tiu, who portrayed founder Chuan.
“We are proud of our history and of the values that will sustain us into our next century,” Sy said, “We are celebrating ChinaBank’s 100 years—the enduring relationships, the success, the bright prospects ahead, and the people who made it all possible.” Whang added: “Our message is simple: times change but values remain. We hope it resonates with the new generation of customers and they would see how we are transforming this institution to be relevant to them, as it was four to five generations ago.”
