23/05/2012

Neuflize OBC launches a new campaign

Neuflize OBC’s new advertising charter, unveiled at the Cannes Film Festival, will enable the Bank to strengthen its presence among advertisers in 2012. ‘Le Film français’ and ‘Ecran total’ were the first media in which this new communications strategy was rolled out.

This year, Neuflize OBC has chosen to revamp its advertising strategy by adopting three of ABN AMRO’s key ideas centred on its fundamentals: transparency, experience and innovation.

The intention of the Bank and its subsidiaries is to restore the human element to their visual communications. Their ambition is not so much to represent human beings in action as to highlight the very essence of humankind, namely the ability to recall the past and construct the future. The campaign translates into images the slow process of appropriation and mental re-creation that pushes back the horizon and reveals new perspectives, thereby subtly suggesting a parallel with Neuflize OBC. This parallel is reinforced by the base line “we have experience of the future”, a statement that emphasises the vitality of a Bank which, over more than three centuries, has been able to reinvent its business model and make its mark.

 
Banque Neuflize OBC is running its campaign in the leading business media including the daily newspapers, the magazine press and Internet. A radio campaign echoes the themes of the visual campaign.
Dan Mountford, a young British photographer, has managed to express the Bank’s visionary universe by producing stylised portraits incorporating the elements that symbolise the areas of expertise regularly promoted by Neuflize OBC. By entrusting the realisation of the campaign to a talented young artist, the Bank is extending its commitment to the arts. 

Dan Mountford, a young British photographer, has managed to express the Bank’s visionary universe by producing stylised portraits incorporating the elements that symbolise the areas of expertise regularly promoted by Neuflize OBC. By entrusting the realisation of the campaign to a talented young artist, the Bank is extending its commitment to the arts.