By Harrison White
Wing Bank has been named Brand Innovation Campaign of the Year 2026, earning international recognition for its “Breakthrough” campaign, which blended Cambodian culture, storytelling and digital innovation to connect with a new generation of customers.
In this exclusive Q&A with Cambodia Investment Review’s Editor Harrison White spoke with Kith Winnyda, Chief Marketing Officer of Wing Bank, discusses the inspiration behind the award-winning campaign, the business results it delivered, and how the bank plans to continue shaping the future of banking for Cambodia’s next generation.
CIR: Global Recognition: What does this award mean for Wing Bank, and why do you think the Breakthrough campaign resonated so deeply?
Awards are meaningful, but what matters even more is what they represent. For Wing Bank, this award shows that a story born in Cambodia, shaped by our culture and told in our own voice, can inspire people and earn recognition internationally.
As a 100% Khmer-owned bank, we wanted Breakthrough to reflect the Cambodia we see today: a country proud of its heritage, confident in its potential and ready to move forward. It was never intended to be a conventional banking advertisement. It was created to celebrate the Progressive Khmer, a generation that carries the wisdom of the past while embracing technology, creativity and new possibilities.
I believe the campaign resonated because people could see themselves and their aspirations in it. It celebrated how far we have come, the future we can build together and Wing Bank’s commitment to helping the next generation turn ambition into progress.
This recognition belongs as much to our customers as it does to our team. They trusted us with their stories, embraced the campaign and reminded us that authentic communication always begins by listening.
CIR: Progressive Khmer Vision: Why did Wing Bank use culture, music and storytelling to connect with young Cambodians rather than focusing only on financial products for this campaign?
Wing Bank chose culture, music, and storytelling for the campaign because we wanted to connect with young Cambodians through their identity, emotions, and aspirations, rather than simply promoting the features of a financial product. Financial decisions are deeply personal; people save for an education, a first home, a business, or a more secure future for their families. In these stories, the bank should not be the hero; the customer should be.
To achieve this, we used storytelling to highlight young Cambodians who are proud of their heritage while ready to innovate and lead globally. By featuring Khmer shadow puppetry, traditional weaving, and rice farming, we honored the resilience passed down through generations. We then paired this cultural foundation with a musical collaboration with La Cima Cartel, bringing that same spirit into a modern expression that resonated naturally with younger audiences.
We believe innovation is not limited to technology; it is also about creating a more meaningful relationship between people and a brand. When young Cambodians see their culture and ambitions reflected in a story, it creates a deeper sense of trust than product advertising alone. Ultimately, culture, music, and storytelling helped them identify with the message, while the “Save for a Goal” feature provided the practical financial tool to turn their dreams into achievable plans.
CIR: Turning Brand into Results: What business results have moved you the most since the launch?
For me, success is never measured by impressions alone. It is measured by the decisions people make afterwards.
More than 16,000 Save for a Goal accounts were opened, building a combined savings balance of USD 2 million. Account openings increased by 14%, while the savings balance grew by 70% compared with the same period of the previous year.
Breakthrough also generated more than 313 million impressions, reached nearly 26 million people and recorded over 38 million engagements across digital platforms.
These are strong results, but behind every figure is a personal ambition. It may be a student preparing for university, a young entrepreneur building a first business or a family working towards greater security. Knowing that customers have trusted Wing Bank to be part of those journeys is the result that means the most to us.
CIR: What’s Next? How will Wing Bank continue to serve and innovate for the next generation?
This award is an important milestone, but it is also a responsibility. It reminds us to keep listening, learning and finding better ways to serve a generation whose ambitions are moving Cambodia forward.
Wing Bank will continue investing in technology and developing financial services that are simpler, more accessible and more relevant to people’s everyday lives. We will also continue building Progressive Khmer as a long-term direction through meaningful stories, experiences and solutions that reflect the confidence of Cambodia’s next generation.
Our ambition is to bring together deep local understanding, modern technology and international banking standards to help young Cambodians pursue education, build businesses, gain financial independence and create new opportunities for themselves and their communities.
If, one day, a young Cambodian achieves something they once thought impossible and can honestly say Wing Bank played a small part in that journey, then we have fulfilled our purpose.
