Banking, But As You Want It

Creative idea

Salt Bank launched as Romania’s first 100% digital bank in a market that didn’t ask for one. To break through banking inertia, we introduced the unexpected Salt Sloth—an unlikely hero symbolizing a bold leap from outdated habits to frictionless digital banking. With the tagline “Banking, but as you want it,” Salt challenged norms, disrupted apathy, and invited Romanians to take a leap into the future of banking.

Brand name: Salt Bank
Advertiser / client: Salt Bank
Product / service: Neobanking
Campaign name: Banking, But As You Want It
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: Christoffer von Reis
Director of photography: Fredrik Backar
Agency producer: Sorin Deleanu
Additional company: Raluca Acuculiței, Alexandru Tunaru, Liana Ursoiu, Alexandra Badea, Andreea Plăișanu, Ana Dumitrascu, Cristian Ganea, Roxana Putaru, Corina Gavriliță, Oana Tamas, Cristian Agafiței, Marina Arnold, Daniela Fasie, Ana-Maria Sparlac, Elena Carlan, Andrei Brovcenco, Sorina Iordan, Stefan Pascuta, Alina Stan, Mara Grigoriu, Simona Buta