Insight:
The OCBC REWARDS Card is a rebrand of the former OCBC Titanium Card. It was renamed to make its benefits clearer and more instantly recognisable to consumers. In a market where most credit cards sound the same and offer similar perks, standing out takes more than a new look. To break through, the reintroduction had to be fresh, bold and unexpected. Something that would capture attention without relying on the usual credit card clichés.

Idea: 

To build intrigue around the rebrand, OCBC launched an entirely new brand: RE. This mysterious, standalone label was inspired by the card’s most distinctive feature, the spiral. More than just a graphic element, the spiral became the face of the campaign. It appeared on coveted lifestyle products like sneakers, luggage, and homeware — always without the OCBC name — sparking curiosity and conversation. 

Execution: 

The RE brand and spiral mark were applied to real, desirable merchandise that served as both teaser visuals and limited-edition items. These appeared across digital, retail, and social spaces, drawing attention without a single logo. As buzz built, a series of stylish social films revealed the truth behind RE: the reimagined OCBC REWARDS Card. With this fresh and unexpected approach, OCBC reintroduced the card in a way that was bold, stylish, and unmistakably different.