ABOUT

THE STORY
To promote their app offer, Belgian bank Belfius used clips of a number of rebels or of well-known rebellious episodes such as the knocking down of the Berlin Wall.

BENlabs researched possible talents for the campaign then cleared three iconic personalities (Einstein, Dr. Martin Luther King Jr. And Neil Armstrong) whose values and lives showed rebellion in different forms (engagement, inclusivity etc…) .

The campaign highlights that Belfius are not just an ordinary bank and the advert targets a younger customer, demonstrating that icons also resonate with a younger demographic.