Founder campaign for BEKB: Sayhey makes courage visible
With the bilingual campaign «You bring the courage, we’ll do the rest,» the Biel-based agency Sayhey and the Bern Cantonal Bank (BEKB) are creating a platform for people who have taken the leap into self-employment. The campaign focuses on real stories, authentic personalities, and the entrepreneurial courage to create something new.
The campaign focuses on the courage to start a business. "Anyone who has the courage to start a business deserves strong partners at their side," says Stefan Moser, member of the Executive Board at BEKB. The cantonal bank is positioning itself as a personal, competent and networked partner that accompanies founders through the entire process.
For BEKB itself, the campaign was also a step into new creative territory: the visual subjects are intended to have an authentic, close-up perspective - in an editorial visual language that is more reminiscent of magazine reports than classic advertising. The focus is on real founders.
Authentic, modern, approachable
The personalities portrayed stand for initiative, willingness to take risks, perseverance - and courage. "It was important to us to develop a campaign that looks real - with people who make a difference, but also with a clear, independent visual language," explains Svenja Tschannen, Creative Director at Sayhey. "That's why we show entrepreneurs who have already successfully gone their own way."
