Thought Leaders – Broadcast Branded Content – Fortis Bank – CNBC

3 x 2 minute documentary branded content / commercials, broadcast in advert breaks on CNBC, for Fortis Bank (now BNP Paribas). 

Three entrepreneurs who stuck their necks out and risked it all. The stories of the ups and downs, the risks and rewards, passions and challenges of leading innovative businesses on a global scale.

The films feature Tony Fernandes, the CEO of Air Asia, who brought low cost flying to Asia, days before 9/11, Ray C Anderson, who turned his polluting manufacturing business into a model of ecological industry despite his investors misgivings, and Robert Polet, the CEO who moved from Unilever frozen foods to Gucci Group against an industry backlash, and achieved amazing results. 

Each film was broadcast globally, 60 times over 30 days during commercial breaks on CNBC, until the credit crunch hit and Fortis Bank collapsed! (A great story – thankfully the crew had already been paid!)


Client: Fortis Banking and Insurance (now BNP Paribas)

Channel: CNBC

Agency: Grey

Locations: London, Paris, Munich, Atlanta, Georgia, South Carolina, Pulau Langkawi, Kuala Lumpur