Positioning campaign to remark the ethic and cooperative identity of Fiare Banca Etica, its transparency and its model of a sustainable and democratic ethic banc.
Under the words “Money runs the world” lays the reality of most of the banks: the research of the biggest profitability without caring about the consequences.
A research of profitability which has lead them to sell bad-quality bank products and also to one of the biggests economical crisis since The Crash on 29.
The new positioning of Fiare Banca Etica’s launching is based in two of our key pillars: transparency in our investments and the idea that every endowment that the bank makes needs to have a positive repercussion on society and on the environment.
This way we created: “Money runs the world. Let’s choose the way” a challenging claim that, in a straight way, talks us about a reality but it puts us in another point of view about understanding the standard of a bank, and it shows us an alternative aiming us up to be part of the change and not of the issue.
We launch our new positioning through an official spot where we introduce it besides an on-line campaign. Therefore, we redesigned all the bank’s material (posters, billboards, roll-ups and brochures) so this way we could re-define the messages and the stuff in order to adapt them to the new positioning.