Collaborating with a copywriter in Javelin, I developed the Student Campaign for KBC Bank titled ‘The Bank You Choose’ in 2017. KBC were searching for a new way to make their brand accessible to young college students, so our primary task develop a tone and visual that resonated with them. We concluded that for students, college is a time when a world of possibilities stretches out ahead; where they are free to carve their own path and not make the same embarrassing mistakes as their parents. It was imperative to choose the ideal decade style for visual reference and the 1980’s was the perfect match. I tackled the art direction by taking an old-school graphic and photographic approach, showing the errors in judgement our parents made when they were of student age- haircuts, fashion, movie taste and music taste etc, suggesting perhaps you shouldn’t follow in their footsteps in every way.

KBC approved the idea out of five that we presented and it went into production across all social and online platforms. It was rolled out through a carefully considered social strategy and an array of digital display ads. The content generated high levels of engagement on Facebook and with website click throughs from banner ads. Above all, the annual campaign saw an increase of 17% in subscriptions for KBC versus the previous year.