LOS ANGELES—To celebrate East West Bank’s 50th anniversary, the commercial bank tapped Innovate Marketing Group to create an elegant, Oscars-inspired evening. In an appropriate choice for such a milestone anniversary, the theme went beyond just a pretty design decision—it was purposely meant to tap into East West Bank’s important history and mission.
“The Oscars have long inspired and celebrated excellence, and their influence resonates with the remarkable journey of East West Bank,” the team at Innovate Marketing Group told BizBash in a joint statement. “Originating from a mission to support the underserved during a time when Chinese Americans faced rejection from mainstream banks, East West Bank has evolved into a top-performing institution over half a century.” 
The event took place in May at the Academy Museum of Motion Pictures.Photo: Courtesy of Innovate Marketing Group
To the Innovate Marketing Group team, which is led by Taiwanese American CEO Amanda Ma, the bank’s 50-year trajectory embodies the East to West experience. “Similar to this year's groundbreaking Oscars, which recognized a record number of Asian performers, the bank's milestone event reflects dedication, achievements, and celebration for their associates, clients, and community,” the team said. “Embracing the Oscars' commitment to excellence and captivating storytelling, this celebration embraced the essence of this esteemed awards ceremony.”
Appropriate to the theme, the event took place in May (Asian American and Pacific Islander Heritage Month) at the Academy Museum of Motion Pictures in Los Angeles. Golden details—like a lavish gold carpet—nodded to both the Oscars and the bank’s golden anniversary, while an eye-catching step-and-repeat drew attention with colorful flowers and a prominent “50” at its center. 
ENSO Creative built a custom semicircular stage backdrop, which was offset by eye-catching floral arrangements.Photo: Courtesy of Innovate Marketing Group
Overall, the event spanned five different spaces and levels of the museum—including the David Geffen Theater, where East West Bank hosted a fireside chat with director and filmmaker Evan Jackson Leong. Renowned for his work on Linsanity, a 2013 documentary chronicling the life of basketball star Jeremy Lin, Leong was recently entrusted by the East West Bank Foundation to craft a feature-length documentary commemorating the bank's 50th anniversary and the Asian American experience in the United States and beyond. 
Following the fireside chat, guests were treated to an exclusive 15-minute preview of the documentary.Photo: Courtesy of Innovate Marketing Group
Entertainment-wise, Innovate Marketing Group also nodded to the bank's history by tapping Singaporean singer JJ Lin to perform a rendition of “Hotel California” with Don Felder, former lead guitarist for The Eagles. (In an exclusive collaboration, Lin and Grammy-winning, Afro-Korean artist Anderson .Paak had also joined forces to create a custom song titled "In the Joy," which served as the theme song for the documentary and is available now on streaming platforms.) 
World-renowned singer-songwriter JJ Lin teamed up with Don Felder, former lead guitarist of The Eagles, to perform "Hotel California" as the event's grand finale.Photo: Courtesy of Innovate Marketing Group
Innovate Marketing Group handled full-service event management, event strategy, creative design, scriptwriting, and talent management for the event, while Wolfgang Puck crafted the evening’s menu. ENSO Creative (formerly known as Shawna Yamamoto Event Design) created the grand-entrance milestone wall and a custom semicircular stage backdrop.
“With numerous custom fabrications, elaborate build-outs, and a multitude of vendors requiring access to the loading dock, there are many items we take into account, the foremost among them was the importance of coordinating vendor schedules and ensuring their adherence to allotted times,” explained the Innovate Marketing Group team. “Additionally, planning for a multiday load-in and load-out period to provide ample buffer for seamless execution.” 
Overall, the event spanned five different spaces and levels of the Academy Museum.Photo: Courtesy of Innovate Marketing Group
To other event professionals planning a milestone anniversary celebration, the Innovate Marketing Group team suggests thinking beyond the aesthetics. “It’s the lasting impression on the audience that truly matters,” they said. “Our team's dedication and careful execution over the past year resulted in an experience that resonated with attendees long after the event concluded.”
