Important notice: Visit our COVID-19 site for latest information regarding how we can support you. For up to date information about the pandemic visit www.who.int 
  • Who we are
    • Our Group at a Glance
    • Our Values and Code of Ethics
    • Corporate Governance
    • Our Leadership
    • Our Structure

    Standard Bank Group is a financial institution that offers banking and financial services to individuals, businesses, institutions and corporations in Africa and abroad.

    Find out about:

    • Our financial results
    • Our strategy and vision
    • Our global presence
    Contact us
    Contact Centre
    0860 109 075
    International
    +27 11 636 9111
    All our products and services are based on a set of values that uphold the empowerment of our customers. Both internally, and in daily engagement with the our clients we foster transparency, innovation, accountability and superior service.
    Contact us
    Contact Centre
    0860 109 075
    International
    +27 11 636 9111
    We ensure that all our services and products across borders are compliant with local legislation wherever we go. As we grow in Africa, we will continue to review our systems and processes according to the best possible compliance and risk management skills.
    Contact us
    Contact Centre
    0860 109 075
    International
    +27 11 636 9111

    Standard Bank is not an abstract legal entity. We are our people.

    Find out about:

    • Our Board of Directors
    • Our Executive Committee
    Contact us
    Contact Centre
    0860 109 075
    International
    +27 11 636 9111

    We aim to offer universal banking capabilities to individuals, small-to medium-sized businesses, corporates, financial institutions and internationals.

    Find out about  our subsidiaries.

    Contact us
    Contact Centre
    0860 109 075
    International
    +27 11 636 9111
  • Why we matter
    • Our Impact
    • Our Sponsorships
    • Our Achievements

    We drive sustainable and inclusive economic growth in Africa. To ensure our commitment to making a positive and lasting impact, we have developed a framework of initiatives and objectives towards long-term social, economic and environmental upliftment.

    • Our purpose
    • Social, Economic and Environmental framework
    • Our impact areas
    • Download reports
    Our sponsorship initiatives promote community upliftment through the support of sporting, art and music events, teams, festivals and clinics. We strive to nurture growing talents and to aid local communities to grow in their chosen fields.
    We are proud to be a part of what’s happening in Africa. By fostering growth opportunities on the continent, we believe that hands across borders will continue to strengthen business in Africa.
  • What we do
    • Our Business

    We are a universal bank and full- service financial group offering transactional banking, saving, borrowing, lending, investment, insurance, risk management, wealth management and advisory services.

    • Personal and Business Banking
    • Corporate and Investment Banking
    • Wealth

     

  • Whats happening
    • Newsroom
    • Covid-19
    • HeforShe
    • Campaigns
    • Our Financials
    Get local and international financial report, analysis, commentary, banking news and all the stories you want to know.
    Latest news
    Peoples health and lives come first - Sim
    We're here for you as we face this pandemic
    Our teams are ready to serve our individual, business and corporate clients as usual. While doing everything we can to keep our staff and clients safe, and to flatten the curve, we have also taken all the necessary steps to ensure that our essential services will be able to function.
    All you need to know about the Covid-19 virus. 
    Latest news
    Peoples health and lives come first - Sim
    We're here for you as we face this pandemic
    Our teams are ready to serve our individual, business and corporate clients as usual. While doing everything we can to keep our staff and clients safe, and to flatten the curve, we have also taken all the necessary steps to ensure that our essential services will be able to function.

    Gender equity is a fundamental human right, and Standard Bank Group has committed to help create a gender-equal world.

    A view of all the campaigns within our group.
    Campaigns
    Changing the present to reshape the future
    At Standard Bank our dream is that everyone's dreams can be. We can work together. We can find solutions. And we can prove that with the right help, It Can Be.
Standard Bank Group
Sign in
Standard Bank Group
Who we are
Who we are
Our Group at a Glance
Our Values and Code of Ethics
Corporate Governance
Our Leadership
Our Structure
Why we matter
Why we matter
Investor Relations
Sponsorships
Financial services 31 August 2020

The women behind It Can Be

Repositioning a major brand with decades of heritage and familiarity is not easy. Throw in a global pandemic which has changed the way we work, and you are left with a task which many would say is insurmountable.

Not the prolific women behind Standard Bank’s brand repositioning and the launch of its new tagline It Can Be.

We spoke to some of the creative, strategic, and business brains who drove this process about what It Can Be means to them as women living and working in South Africa and about some of the challenges, they faced putting the campaign together.

Angie Burton, Head of Brand at Standard Bank was the driving force behind the roll out of It Can Be. For her creating a space where she can be creative was important part of her process.

“In the first week of lockdown I cleared out my study and turned it into a very personal and creative space. I brought in things that you couldn’t have in a normal hot-desking working environment and I sit facing a window with a beautiful view so I can see the change of the seasons. When you are working long hours, it’s important to remember that there is an outside world out there and that you are connected to something.”

For Angie, It Can Be brought hope at a time when people were facing such difficult odds. “The cornerstone of It Can Be is about hope and belief. And I felt that through all of this we had such a unique opportunity to say something that was positive. If ever there was a time that It Can Be was relevant it was as lockdown was happening and during Covid. Africans needed hope and belief more than ever before.”

Cindy Lee, from Star Films, directed the It Can Be television commercials and it was her vision which helped to highlight how Standard Bank can play a role in helping even the smallest of dreams come true.  

“It’s been an extraordinary process because we all understood how important these stories were in terms of making these tiny little moments count.”

Cindy is the daughter of legendary casting director Moonyeenn Lee and describes her late mother as a trailblazer. She says Moonyeenn brought her up to believe that she can achieve anything because she is a woman, not in spite of being a woman.

“As women we must lead by example. I do feel a lot of responsibility as a successful woman in a position of power to try and enable as many women as possible and to show them that there are no barriers or restrictions to what we can do.  Women just need the opportunity to shine. Like the Standard Bank spots, it just takes one moment to change everything. We just need our moment.”

Alexa Wilson, commercials director at Arcade Content directed the social media ads for the It Can Be campaign.  

“When Standard Bank contacted me, and we started working on this campaign it became a process of me adding my own ideas. As a women it’s particularly pertinent. For me it became about this idea that if you have a thought or a dream you can put it into practice.”

She has some wise words for the next generation of pioneering women. “What I would say to young women is, with the stuff going these days we are not guaranteed to be around tomorrow so embrace all the stuff that scares you. If you rush towards the things that scare you, they often shrink back because often these things are much bigger in our minds.”

Nonhlanhla Khanye, a producer at M&C Saatchi Abel, was part of the team charged with conceptualising much of the creative around It Can Be.  Being creative in the new normal we all face has been tough she says.

“It has been difficult and challenging but what has worked for me is realising that everything around me is an inspiration to be creative; be it my kids shouting mama 90 times a day, or be it the cooking, cleaning and working . While working on a brand repositioning is already stressful doing it during a pandemic is on another level but we managed.”

For Nadine Govender, business partner at M&C Saatchi Abel, It Can Be has a very personal message.

“I unfortunately did not have the opportunity to go to university and started working straight out of school. My father helped me buy my first car and I worked two jobs to help my family financially. I thought a lot of things were out of my reach for the longest time as I didn’t have the confidence or courage to think I could surpass my family’s disadvantages and I would never own a home of my own or be successful without a degree or further education. It Can Be for me has been a validation of those dreams and thoughts we keep locked inside our hearts and heads, where we’re often afraid of taking the step to achieve what we want.”

Moira-Gene Gous, digital strategist at M&C Saatchi Abel, was responsible for the digital rollout of the campaign in a way that tells a beautiful brand story and engages the South African public.

She says it was a privilege to work on a campaign which she personally felt very inspired by.

“As a woman I am very cognisant of the fact that the liberties that I have and the advantages that I am currently enjoying have been built by the efforts of those who came before me. I almost view that as both as opportunity and a responsibility. It Can Be is not only about living up to the potential that you have been given, grabbing opportunities and making things happen for yourself and  partnering with likeminded energies who do the same but it is also the responsibility to live up to what to I expect of myself and what others expect of me because of what has come before.”

Lynette Naidoo client business lead for Standard Bank at Mindshare South Africa started working on the It Can Be campaign when lockdown was already in full swing.

For her it’s about unlocking possibilities. “As a woman in South Africa we understand the pressures of being a female trying to work your way up. Something like this really ignites inspiration.  For me it is so personal because this inspires young women to believe and build opportunities. My hope is that most young girls who are exposed to the campaign will believe that and will see it.”

Tamara Bethwana, a media planner at Mindshare, says young women in South Africa should focus on the opportunities that exist for women.

“We are living in a time where we have the platform and the voice to do whatever we want to do and I think it’s important for me, because I am living in a time where there are more girl bosses. It gives me hope and I am inspired. It’s very important for girls to know that you can be the boss too. It doesn’t have to be the boys.  You don’t have be defined by someone else and if you want to speak out about something that affects you there are platforms to do this.”

Developing an impactful campaign which inspires hope in a time when there is very little was an honour and a privilege says Angie.

“Being able to work with a group of amazing women on a campaign which sends a message of hope to women across the continent was an incredible experience. The circumstances meant we had to adopt new ways of working and I believe that by rising to meet this challenge they were able to raise the bar in their industry and through their actions truly capture the essence of It Can Be.”