B2B Cambodia sat down with Kith Winny, Chief Marketing Officer at Wing Bank, to discuss the bank's new ‘Breakthrough’ brand campaign, created in collaboration with Cambodian musical group, La Cima Cartel.
B2B Cambodia: What inspired Wing Bank to launch this new ‘breakthrough’ brand campaign?
Kith Winny: “So ‘Breakthrough’ came about because we've noticed that this new generation is very bold, very confident, and that's something we'd like to empower. The future isn't just the future, it's what we're making happen right now. We want to be the starting point of providing products and things that resonate with the younger audience. So, real products, real belief, and Wing Bank stands to be beside them as they elevate.”
B2B Cambodia: Why did Wing Bank decide to partner with La Cima Cartel for this campaign?
Kith Winny: “Because La Cima Cartel embodies creativity, confidence and authenticity, so that quality defines today's purpose among Cambodian youth. When we first revealed them at Wing Bank's brand ambassador launch a few months ago, we knew that they carried the voice that resonates deeply with young people, that their energy and their honesty is perfectly matched with the message that we want to communicate. So for us, they're not just performers, they're also storytellers. This campaign needed a real voice, and La Cima Cartel is perfect for this, because they're not just a corporate voice, they're a voice that young Cambodians trust.”
B2B Cambodia: The campaign headline is ‘The Future Belongs to Those Who Elevate’. What does this mean to Wing Bank?
Kith Winny: “The future belongs to those who elevate means that it is not just about privilege or luck, because a lot of Cambodians were taught to work hard and faced a lot of struggle within history, within everything else that's happened. Even specifically this year, a lot has happened. We'd like to empower their journey with products and solutions and their brief. The future belongs to those who set goals and move forward step by step. That's what ‘Breakthrough’ is all about."
B2B Cambodia: As I understand it, ‘Save for a Goal’ is quite important to this campaign. Can you tell us a little bit about why this hero product is so central to the new campaign?
Kith Winny: “Save for Goal is not just a savings feature, it's the embodiment of this campaign message. Everyone has dreams, but dreams only become real when you work hard for them, when you commit to them, and when you plan, save and stay consistent. This product helps customers put intention into their ambition—whether it's starting a business, whether it's buying a home or upgrading their future. Save for a Goal gives them structure and motivation, so it turns vision into action, which is what ‘Breakthrough’ is about.”
B2B Cambodia: So a big part of this campaign is also the launch of a new song and music video, which I believe will be coming out in early December. What can fans expect from that launch, as well as from the planned artist meet and greet?
Kith Winny: “Our launch will be on December 5. Please follow Wing Bank on social media to stay tuned for the location that will be revealed soon. It will be both a listening party and just fans coming together to meet and see the new video behind the meaning of this campaign. Fans will finally see the group talk about the meaning, the lyrics and the collaboration, how it came together. It's going to be an emotional, inspiring moment that truly matters and captures the heart of this campaign. We'll also be giving fans a chance to win tickets, so they should follow Wing Bank.”
B2B Cambodia: How does this campaign redefine Wing Bank's role in the banking industry?
Kith Winny: “Banking here, and mostly everywhere, is traditional, rigid and it's conventional. Banks aren't usually known for their emotion or creativity, so we want to redefine that and bring out the cultural relevance. We believe that it's time to change all of that, so ‘Breakthrough’ is a campaign and a statement within itself. We are redefining what a modern bank can be in Cambodia—not just a bank, but someone who gives advice, who speaks to the people that want to grow with us, as they started to grow when we first began. So, we're moving away from the rigid image of traditional banking and becoming a brand that understands, empowers and connects with people. We're creating a new standard, that a bank not only stands for financial growth, but also human growth, and this is just the beginning.”
Follow Wing Bank and La Cima Cartel on social media for more updates, special releases, and surprises leading up to the event.
The future belongs to those who elevate. Wing Bank — Empowering your ambition forward.