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Top 6: June 30th 2021
Web Film
Varo Bank: A Bank for All of UsTop 6: June 30th 2021
In early 2021, American digital bank Varo launched their inaugural US campaign: 'A Bank for all of us' during the Super Bowl LV in Atlanta, Baltimore, Charleston, Las Vegas, Memphis and New Orleans. In collaboration with agency Serviceplan New York, the Varo campaign launched in outdoor and expanded to TV, radio and digital, and was designed to build on the company's brand vision for a more accessible and inclusive financial system. At the heart of the campaign is a brand anthem TVC showcasing individuals who reflect the beating heart of America’s diverse society. This campaign from Serviceplan New York showed the client’s commitment to diversity. "Varo's claim is ‘A bank for all of us’ is an unmistakable commitment for a free society in which all clients are treated equally. The creative achievement is that the bank smartly combines its brand purpose with the current demand for diversity and equality. In American society, it shows political courage and a strong and consolidated stance. This way, Varo not only fits our current time, but – it also makes one point clear: that Varo is "A bank for all of us.” The hero visual featured across the campaign was the iconic $20 bill, re-imagined with portraits of everyday Americans. The design is a highly crafted aesthetic that mirrors yet modernizes the graphic style of the US dollar bill. The Varo campaign launched in the US a few weeks after the revival by the new Biden administration of plans for a portrait of the anti-slavery activist and prominent abolitionist Harriet Tubman to feature on the US $20 bill. Six new dollar portraits were created for the February launch, designed to represent a snapshot of American diversity. An accompanying Instagram augmented reality filter expanded upon “A bank for all of Us“, by offering an interactive way for anyone to join the campaign with their smartphone. Anyone could put their own face on a twenty-dollar bill using the Instagram filter, and share that image with the world. The project is led by creative agency Serviceplan New York, part of the global Serviceplan Group agency network. Stefan Schuette, CEO of Serviceplan Group’s House of Communication New York, assembled a team of experts including designers, production specialists, strategists and creatives from Serviceplan’s international network to facilitate the first national campaign for Varo. Serviceplan Group’s House of Communication New York developed a global way of working with leading talent in the US and digital/ technology experts within the Serviceplan Group.
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