ABOUT

In 2017 WE ARE Pi won a competitive pitch for the merger of two of the Netherland's most famous private banks, Insinger de Beaufort and Theodor Gilissen. Our task was to create a new positioning following the merger that elevates the private banking category and create a campaign that builds curiosity for new prospects while staying credible to existing clientele.

The challenge was how do we create a strong platform, uniting the best parts of both banks under one strong positioning that inspires employees, existing clients, as well as attract new audiences?

We wanted to show that private banking with Insinger Gilissen is about more than just making money, but that working with them provides customers with a springboard to new beginnings.

To bring this to life we created the integrated ‘Every Step of the Way’ creative platform. The new brand’s refreshed positioning in the Dutch market focuses on personal investment and offers support to take the next step.

In order to galvanise the two workforces as well as attract new audiences, rather than creating a standard financial services campaign, we Never Settled by taking inspiration from the technique of layered painting as a metaphor to highlight how, with the right guidance, every step, decision and dream will enable growth. Important financial, and often life, decisions are represented by the pouring of various coloured paints, ultimately creating a bigger picture and symbolising a life well-lived, and turning your life in to a masterpiece.

The TV campaign was supported by print, outdoor, and digital assets.

We further built he brand's reputation with their key audience by partnering with of the International Documentary Festival Amsterdam (IDFA) which played the commercial before each screening.