Goodfellas Singapore


OCBCCares is the Corporate Social Responsibility arm of OCBC Bank.
One of their key initiatives is the launch of the OCBC arboretum, a forest of 2000 endangered trees to tackle global warming by absorbing 80 million kg of CO₂.
This cinema spot features a Hill Mynah, a master mimic, mimicking a chainsaw to reveal one of the main causes of global warming - deforestation.
It is accompanied by a David Attenborough sound-alike voice-over.
The “Hill Mynah” film, has been described as an “innovative” execution for looking more like a BBC documentary rather than a brand advertisement. Its performance has been the best among tracked video campaigns, with 71% of the viewers having a positive change in their impression towards OCBC. The video’s performance has contributed to the overall success of the #OCBCCares Environment Campaign (Tomorrow’s Ours to Save) in creating a preference for banking with OCBC because of its green branding, with 32% of people exposed to the ad believing that OCBC is proactive in implementing sustainability initiative.


  • Koh Chin ChinClient
  • Isabella ChiaClient
  • C K (Chong Kian)Creative Director / Art Director
  • GoodfellasArt Director
  • Isabella ChiaLead, Corporate Responsibility & Sustainability,
  • * Goodfellas
  • * James LimAccount Director
  • * Shermin OngCreative
  • * Fayth FooDesigner/Editor
  • * Patrick LowCreative Director / Copywriter
Annual 2020 BronzeThe Hill MynahBranded Content Project featured: on 20th November 2019 Pro member:

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Goodfellas has been a Contributor since 25th November 2015.

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The Hill Mynah