Banking is Our Craft - Creative use of media

Creative idea

The central creative idea of this work was to position UBS’s wealth management services under the concept of “craft”. As a Swiss bank with a 160-year heritage, UBS was in a uniquely credible position to claim this brand truth. The campaign activated the concept of craft at every communication level, helping the brand to position its financial services as a bespoke luxury experience. This demanded an overhaul of the brand’s client-facing language. By reframing its existing partnerships and sponsorship engagements through the lens of the campaign, the brand was able to guide conversations on the craft behind fashion, art, Formula 1, and other fields.

Brand name: UBS
Advertiser / client: UBS
Product / service: Finance
Campaign name: Banking is Our Craft
Agency network: PUBLICIS
Agency: Publicis ULABS, Zürich
Media agency: Publicis Groupe - Spark Foundry
Digital agency: Digitas
Production company: RadicalMedia Berlin
Agency chief executive officer: James Griffiths
Chief creative officer: Jason Romeyko
Executive creative director: Jason Romeyko
Creative director: David Mously, Filipa Mauricio
Art director: Jared Grasser, Marcello Koch
Copywriter: Joss Arnott, Josephine Charlton, Henry Clark, Henry Adams
Account director (agency): Jonas Poehlmann, Elisa Pollauszach
Client account director: Jonas Poehlmann
Media director: Adam Hughes
Managing director: Jonas Poehlmann
Senior planner: Kim Da Laere
Director: Edu Grau
Director of photography: Edu Grau
Music: Interlude Sounds
Agency producer: Suzana Kovacevic
Post production: RadicalMedia Berlin & Südlich-t
Digital creative: Jasmin Jemora
Additional company: Client John McDonald, Group Chief Marketing Officer and Head Group Brand & Marketing Innovation Dr. Winfried Daun, Head Group Brand, Creative & Innovation Cici Steinmetz, Head Advertising and Media Wendy Wong, Head Advertising and Branding, APAC Maria Chang Nichols, Head Brand, Creative & Digital Marketing Solutions, GWM-US