#youngpower

Creative idea

It is no secret that young people don’t like being approached by institutions like banks. That’s why we created a Trojan horse never made in banking communication before – we hijacked every piece of pop-culture and used it to introduce and explain our product in a language, that young people will finally listen to. Street fashion, specially created hip-hop dance moves and a music video instead of a TVC replaced the boring ways to talk about bank accounts and loans. The results? Well, the Student and Youth Banking queries increased 5 times.

Brand name: DSK Bank
Advertiser / client: DSK Bank
Product / service: Bank products for student and people under 30
Campaign name: #youngpower
Agency network: TBWA\
Agency: Noble Graphics, Sofia
Additional company: n/a
Production company: Clamer
Creative director: Maria Milusheva
Art director: Emiliyana Kancheva
Copywriter: Tsvetelina Lyubenova
Account director (agency): Radina Efremova
Director: Georgi Manov