Emilbanca ADV
Advertising campaign
PROJECT
Advertising campaign
Social media strategy
CLIENT
Emil Banca
WHAT WE DID
Creative direction
Art direction & Copywriting
Social media management
Photo & Video production
YEAR
2024
Emil Banca, with a history stretching back more than 130 years and over 54,000 members, is the leading cooperative bank in Emilia-Romagna and beyond. Part of the Iccrea Cooperative Banking Group, it is a cooperative bank with 97 branches in the provinces of Bologna, Ferrara, Modena, Parma, Piacenza, Reggio Emilia and Mantua, acting as a real driving force for local development for businesses and associations.
Following a pitch against other agencies, Emil Banca selected VENTISETTE Digital as its partner to devise and create a new advertising campaign aimed at bringing greater freshness and originality to its communications strategy – particularly its digital presence – through a new advertising campaign and a new social media strategy.
Based on the brief and objectives provided, the agency worked on devising the creative concept that will guide the entire campaign, developing the key visuals, creative content and storytelling, and then adapting these to the various online and offline advertising channels (social media, out-of-home, points of sale, etc.).
Key-concept
The new campaign aims to align the Bank’s image with the brand identity of the BCC Iccrea Group (of which it is a part), so that it is more clearly recognised as part of the Group, whilst maintaining a distinctive tone, in order to highlight locally the unique characteristics that have always set Emil Banca apart: having a physical presence in the local area, alongside its customers (these distinctive elements – physical presence and deep local roots – are also emphasised by the tagline ‘Il cuore nel territorio’).
For these reasons, the concept we have proposed draws on the metaphor of the heart, featured in the tagline, by presenting a corporate campaign and a multi-element series that utilise a range of idiomatic expressions linked to other parts of the body; these are commonly used expressions that are immediately understandable, employed to convey an attitude of closeness, attentiveness and care.
This values-based campaign emphasises, through the coexistence of multiple messages, the quality of the relationship with the customer.
The contemporary, almost pop-style approach appeals to a young target audience and lends itself to a wide variety of adaptations across digital channels. The campaign images were all captured during a photo shoot featuring real people rather than professional models, in order to convey the values of being rooted in the local community and building genuine relationships that characterise the Bank.
