Raiffeisen
As a conceptual project for Raiffeisen Bank, the goal was to refresh the brand’s image in a traditionally conservative sector and make it more appealing to a younger target audience. The creative idea was built around the “Wir” campaign, celebrating the creative talents of people and connecting the brand with cultural expression.
The concept placed a strong focus on artistic disciplines such as painting, music, and urban graffiti/spraying, positioning Raiffeisen hypothetically as a supporter of creativity and modern culture. The campaign was designed as an exploratory idea to show how the brand could be made more inclusive, approachable, and relevant for a younger demographic.
This concept demonstrates how even brands in conservative sectors can be repositioned by drawing on creative culture and youth-oriented values. It emphasizes the importance of balancing brand heritage with modern cultural touchpoints, using art, music, and urban expression to create authenticity and appeal for younger audiences.
