BEKB campaign by Republica: With nostalgia for energy-efficient renovation
The Bern Cantonal Bank (BEKB) is launching a campaign for its Myky mortgages, which help homeowners with energy-efficiency renovations. For the campaign, Republica is using old photos and videos to illustrate how living has changed—and to encourage a shift in thinking without being preachy.
Energy-efficient renovations are relevant for many homeowners, but are often put off - whether because of the costs or the complexity of implementation. BEKB's Myky mortgages offer support here: a digital planning tool and a renovation calculator help with the calculation, and customers also benefit from preferential interest rates.
To provide the decisive impetus for modernization, Republica is staging the campaign with a humorous approach. "In the last 20 to 40 years, the way we live and live has changed fundamentally. A contemporary and modern lifestyle is becoming increasingly important. Why doesn't this also apply to the old oil heating system in the basement that has been burning for decades and producing far too much CO2?" explains Republica CD Florian Birkner.
Campaign with a retro aesthetic
The subjects combine old stock photographs and vintage videos with modern environments staged in the Bern-based design furniture store Teo Jakob. This creates a contrast between past living styles and today's demands for sustainability. "The lively staging fits the BEKB brand and gets to the heart of the benefits of our product," says Regula Jauner, communications specialist at BEKB.
The campaign has been running since Monday on posters, DOOH screens, social media, at the POS and via mailings.
Responsible at BEKB: Regula Jauner (Lead Theme and Campaign Management); Nicola Peverelli (Theme Management). Responsible at Republica: Bala Trachsel (overall responsibility); Florian Birkner (Creative Direction); Pascal Herzog (Art Direction); Noah Bill (Graphic Design); Simon Leray (Text); Tamara Lüthi (Production Art); Nina Hofmann (Motion Design); Désirée Sattler (Content Creation); Jonas Grossenbacher (Senior Account Management); Stephanie Frei (Account Management); Ruben Ung (Photography Environments); Teo Jakob (Location Environments).
