Playing on the relationship between images and the multiplicity of meanings of some words, the new institutional campaign by Banco BPM it shows all sides of the credit institution's soul: on the one hand a service for individuals and businesses, on the other the commitment in the field in favor of the community.
There are six scenarios for six different situations: day-to-day banking, asset management, deposits, withdrawals, contactless payments and business support.
The subjects involved as testimonials are respectively: Anna, one player of Vero Volley Monza, the restoration of frescoes of the Monastery of San Maurizio in Milan, the Caritas of Verona, the activity of a AIRC researcher, a youth game action of the Novara Calcium e Arjola Trimi, Paralympic swimming world champion.
The shared claim is always the same: “We are a bank that does normal things. But together we do extraordinary things.”
Joseph Chestnut, Chief Executive Officer of Banco BPM, explained the intentions of this advertisement as follows: “Belonging to a territory means not only working with its main players, families and businesses, but also sharing and giving back through initiatives that have in themselves a value for Community. With this new institutional campaign we wanted to enhance our attention to customers but also to sustainability, solidarity, restitution: everything that the Bank does in addition to being a bank".
The campaign was created by The Van Group, the Milanese agency that has been collaborating with Banco BPM for some time. “We all fell in love with this idea of a bank that runs a big campaign not to ask but to give back – explains Luca Villani, partner of The Van – and we played with these normal words which, interacting with images and music, assume new and exciting meanings”.
Creativity is of Stefano Foresti (copy) and of Jenny Raimondo (art and video), supervised by partners Luca Villani and Steven Berrevoets.
The commercial, produced by Filmmaster Productions directed by Roberto Badò, it is visible in the 45'' and 30'' version, where all the six subjects created are present; while for the 15'' and 10'' pills two subjects are displayed in various combinations.
The spot will air from 1 to 14 December on the main national and local networks; from the 12 25 December, inspired by the same subjects, will instead launch the advertising campaign in the national, local and periodical press.
At the cinema, on the national circuit, it will be possible to attend the screening of the spot of the new advertising campaign from 12 to 25 December. Billboards, on the other hand, will be divided into the Bank's main reference cities.
