Fortnite x Live Fresh - DBS Live Fresh | Clapboard Ad Archive

Fortnite x Live Fresh put DBS Live Fresh and The Secret Little Agency at the heart of one of Singapore’s boldest pandemic-era marketing responses, deploying a digital-native campaign that played directly to the anxieties and appetites of millennial nightlife seekers when their city’s social fabric was all but shuttered. Recognizing that the Live Fresh credit card’s value proposition hinges on exclusive rewards for vibrant nightlife, the campaign reached back into the city’s collective memory to virtually resurrect Zouk at Jiak Kim Street, the legendary club whose closure in 2016 had already made it a mythic symbol of youthful freedom. Through meticulous reconstruction driven by archival footage and blueprints, the iconic venue was reanimated within Fortnite—a global pop culture juggernaut with deep millennial and Gen Z appeal—where players could hit the dance floor, collect fresh coins, and relive the Zouk experience with an authenticity possible only through obsessive attention to spatial and emotional detail. The decision to root DBS Live Fresh’s messaging within the immersive mechanics of a gaming title instead of reiterating finance or lifestyle clichés elevated the campaign well beyond digital convenience, engineering a branded space charged with nostalgia and novelty that COVID-era restrictions had all but erased from the physical world. This is what Clapboard’s taxonomy would classify as FORMAT#12—Parody or Borrowed Format—leveraging Fortnite’s distinctive aesthetic and user behaviors not simply as a channel but as a creative world to embed the underlying offer of refreshed nightlife and real cashback, in a way that would resound for an audience fluent in both club culture and gaming vernacular. The Secret Little Agency’s creative strategy smartly sidestepped obvious demonstrations or testimonial tropes, integrating DBS Live Fresh’s brand promise so deeply within the Fortnite environment that gameplay itself became a proxy for the card’s lifestyle benefits, reinforcing the proposition without stepping outside the borrowed idiom of the medium. For the banking and finance category, where product differentiation often blurs among competing credit cards from Standard Chartered, OCBC, UOB, Maybank, and Citi, DBS Live Fresh’s foray signaled a willingness to meet its target audience not just on digital platforms, but inside their most cherished digital traditions, creating shareable value even in the absence of a bustling offline club scene. The campaign earns 69/100 in Clapboard’s global creative archive. For the industry, this work signals that when lifestyle brands find credible ways to animate their value in borrowed but culturally loaded digital spaces, they set the bar for empathetic, audience-first communications in a landscape where traditional touchpoints are fragmenting.