Bank Thalwil and Aqa provide food for thought
What does money smell like? Can old be sexy? And does size really matter? In March 2023, these provocative questions were set to spark conversation in Thalwil through posters and advertisements. On Tuesday, the mystery surrounding the campaign by Bank Thalwil and Aqa was revealed.
Together with Thalwil original Helmi Sigg and Thalwil student Vanessa Romero, Bank Thalwil launched a three-part advertising campaign over a period of months to promote the regional bank's new headquarters.
In the first campaign wave in March, questions such as "Häsch mer no en Stutz?" or "How much Thalwil must it be?" were emblazoned on dark posters that showed only the outline of an older man or a young woman. In April, the posters were replaced with statements such as "Thalwil Forever!" or "Old and sexy!". This was followed in mid-April by the resolution communicating the opening days of the new headquarters on May 11-13, 2023.
Questions about money and society
"The idea was to use a classic teaser campaign over a period of months to arouse curiosity, mobilize the population and thus get people talking about our relevant topics and later about Bank Thalwil," says Beat Ruch, Head of Communications and member of Bank Thalwil's extended Executive Board.
With Helmi Sigg, the ideal cast for the planned marketing campaign was found. The native of Thalwil looks back on an impressive career as an artist, comedian, radio producer, author and actor. In conjunction with the opening of Bank Thalwil's new building, the multi-talented artist is publishing his latest book, "Thalwiler Geldgeschichten" ("Thalwil Money Stories"), which he wrote together with Vanessa Romero, a budding linguist and literary scholar. Vanessa Romero, who has lived in Thalwil for 14 years, subsequently also volunteered to be the face of the campaign. The project was implemented by the Thalwil agency Aqa.
Responsible at Bank Thalwil: Beat Ruch (Head of Communications, Visual & Text Concept). Responsible at AQA: Urs Benz (Design & Graphics), Jannik Marti (Image Editing), Nadja Kümin (UX Design). Photography: Barbara Sigg. Media Planning: Juan Manuel Fernandenz (Advendo). Cast: Helmi Sigg, Vanessa Romero.
