So money can create happiness

So money can create happiness

ASN Bank strives for a world filled with happiness for people, plants and wildlife alike. This Guiding Idea demonstrates how the value of money is determined by what you do with it. And that money can in fact create happiness. A sustainable message brought to life by unique, fable-like creatures inhabiting a miniature natural world.

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Selmore Creaive Agency ASN Bank Poster Image Voorloopvogel

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De Voorloopvogel en de Luiaard

Semore Creative Agency ASN Bank Groene Bedoelingen Poster Image

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A Guiding Idea that pays off

Since its introduction, the brand theme ‘Money can create happiness’ has proved to be sustainably valuable. Not only has the Guiding Idea grown within the various departments of the bank; the number of new customers has doubled. The campaign recently won the San Award for most consistent brand and the highly regarded Golden Effie. Watch the full case.

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“The ironclad strategy, the creative concept, and the accurate media choice demonstrate a decisive step towards the next level. It is a beautiful, comprehensive case that indisputably proves that consistent and coherent communication can yield excellent results. This multi-year campaign is an example for the field: this is how communication brings happiness, this is how you earn a golden Effie.”

EFFIE Jury

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The Creature Of Habit

In the first fable, the penny drops for the Creature Of Habit, as he discovers that sometimes old habits don't have to die hard.

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Creating the Creature

The Creature Of Habit and the Money Badger came to life in a hand-crafted miniature forest.

ACTIVATION

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BRAND DESIGN

Guiding Design

A Guiding Idea that is all about happiness deserves a look that makes you happy. We created a completely new visual identity with its very own type face, a revitalised modern logo, and an optimistic colour palette.

Graphics

Perhaps the most characteristic aspect of ASN Bank’s new look-and-feel are the minimalistic illustrations. The unusual and quirky mythical creatures who carry the campaign come to life in colourful graphics that are recognisable yet unique.

Dealing with endangered species

The fresh look-and-feel of ASN Bank can also be seen in the designs of the debit cards. Four different minimalist illustrations of endangered species. The contours of the animal make up the shape of each card. The cards were executed with a matte finish and are naturally 100% recyclable.

ONLINE

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The Data Bug

This bugger devours numbers 24/7. Finally making those boring facts and figures about sustainable banking digestible.

COMMERCIALS

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The PVC Horse

In this fable, we dive into an ill-fated love story.

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The Scapegoat

In this fable, we witness a trial. But does the Scapegoat actually deserve to be tried?

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The Shadybug

We zoom in on a tiny but great dictator who is oppressive and aggressive by nature. However, even a supreme leader is only as strong as his financial position.

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