Creative promotion for Absolut Bank
Absolut Bank has been operating on the financial market for 29 years in Russia's largest and most economically developed regions, and today specialises in segments that require a high level of expertise and unique IT solutions: mortgages, car loans and SME banking in a digital format, and comprehensive private banking solutions.
The Brandson team needed to develop a creative concept for a calendar that would reflect the idea of digital humanism, which the bank is actively developing. Absolut Bank is implementing a «paperless bank» project: the transition to electronic signatures, digital business cards, cybersecurity and innovation. It was important not just to create a picture, but to build a chain of meaning from the attributes that correspond to the bank.
Absolut Bank approached the Brandson agency to create and produce a 2022 calendar for the bank's clients and partners that would reflect the development of new ideas within the organisation.
The Brandson team needed to develop a creative concept for a calendar that would reflect the idea of digital humanism, which the bank is actively developing. Absolut Bank is implementing a «paperless bank» project: the transition to electronic signatures, digital business cards, cybersecurity and innovation. It was important not just to create a picture, but to build a chain of meaning from the attributes that correspond to the bank.
While developing the concept, Brandson's creative team decided to build on Absolut Bank's positioning: «from technology to people and back». It was important to note that, despite the active introduction of technology into the bank's operations, people remain the top priority.
The concept was brought to life in calendars of two formats: a tent calendar with a magnetic backing and a magnetic cursor in the brand's signature light green, which can be used to mark the current date; and a calendar with 12 month discs on a wooden stand – they are made of beer-mat board, so that in future they can be used as coasters, and the wooden stand itself as a business card holder.
The Brandson team succeeded in shifting the perception of the bank from a cold organisation focused solely on numbers towards a warm and people-centred one. The concept reflects the importance of the idea that behind the work with finances lies care and a determination to improve service, to grow constantly and to make clients' lives simpler.
The concept is built on the «love… - …is» device, as in the popular chewing gum familiar to many since childhood. The agency's copywriters developed 12 phrases based on the bank's key concepts, using this device to translate complex technological notions into the language of customer care. When creating the illustrations, Brandson's designers decided to use simple drawing and forms so as not to distract from the main point. Because Absolut Bank is all about love.
The Brandson agency took on every stage of the work: from concept development and illustration to material selection, printing a run of 1,350 copies and delivery to more than 50 of the bank's offices across Russia, including such remote cities as Kotlas and Sterlitamak.
