Salt Pink. Also for Men.

Creative idea

We turned a simple pink card—otherwise indistinguishable from existing ones—into a bold cultural statement against financial gender stereotypes. By reclaiming pink, often used to belittle, Salt challenged double standards and reframed women’s financial power. The paradoxical tagline “Salt Pink. Also For Men” exposed bias with humor and inclusivity, sparking debate and positioning Salt as a true challenger bank.

Brand name: Salt Bank
Advertiser / client: Salt Bank
Product / service: Neobanking
Campaign name: Salt Pink. Also for Men.
Agency network: Leo
Agency: Leo Bucharest
Media agency: GroupM
Production company: Saga Film
Web address: https://salt.bank
Agency chief executive officer: Diana Alexa
Chief creative officer: Adriana Pașcan
Creative director: Alina Matei
Art director: Ionuț Coandă, Vlad Hodor
Copywriter: Alexandru Dumitrescu
Account director (agency): Mihai Lucanu
Client account director: Viorel Ruse, Alexandra Cărăbuși
Media director: Ovidiu Scorpan
Managing director: Victor Stroe
Strategic planner / strategist: Maria Sarivan
Film production: Vlad Semenescu, Ionuț Penzeș, Alex Zamfir
Director: Bogdan Moldoveanu
Director of photography: Alexandru Dorobantu
Agency producer: Sorin Deleanu
Additional company: Alina Iamandi, Alexandru Tunaru, Liana Ursoiu, Andreea Plăișanu, Ana Dumitrascu, Bianca Rosca, Cristian Ganea, Muthanna Cheiri, Roxana Putaru, Corina Gavriliță, Oana Tamas, Cristian Agafiței, Marina Arnold, Daniela Fasie, Elena Carlan, Andrei Brovcenco