Valais Banking Association – Campaign, Branding & Web Design

what

We're looking for an agency that makes the commercial apprenticeship at the bank better known and more attractive across the whole canton. Keep this in mind: every bank already does its own marketing. So you need to create a neutral, connecting brand that works for everyone. Right now we have hardly any visibility, because so far the association has mainly been active in media and association communications. Now we want to go one step further and get young people excited about the world of banking. Are you in?

how

After winning the cantonal pitch, we started with a Future Flight – together with apprentices from various banks. The idea was to develop the campaign not from the perspective of creatives over 30, but straight from the target group itself. It quickly became clear that the banker's job is still shaped by clichés. So we used exactly those clichés – with a satirical, deliberately over-the-top approach that plays with humour and irony while showing real life at the bank. The focus wasn't on filling apprenticeship positions directly, but on the first step: trial apprenticeships. The result is a digital image campaign with video content, carried by employees and apprentices together, connecting generations.

wow

The campaign did exactly what it was meant to do: draw attention and start conversations. A fighting dog, a cream slice and a bank director with a gold grill – what sounds absurd at first glance turned into strong, recognisable images with wide reach. The digital ads performed above average, and the content was carried internally as well as externally.