The oil paintings are dusted off
Finanzen Wirz advertising uses modern art to show how VP Bank in Liechtenstein understands "The Modern Art of Private Banking".
Finanzen Wirz Werbung uses modern art to show how VP Bank in Liechtenstein understands "The Modern Art of Private Banking".Classic private banks appeal to older people. In their discreet rooms, heavy oil paintings bear witness to heavy wealth. The VP Bank Group from Liechtenstein sees its client potential more among younger successful people as well as the modern generation of heirs. "The Modern Art of Private Banking" is therefore the claim of Wirz Werbung, which also sums up the style of VP Bank. The campaign is aimed at a younger world that works and no longer just lets money work.This idea is implemented with illustrations by New York artist Anja Kroencke. World-famous and meanwhile often copied, she also draws for Wallpaper or Vogue magazine. She was also to be used several times in Switzerland for cultivated advertising, but Wirz has concluded an exclusive contract with the illustrator for the wooed territory of VP Bank, as CD Matthias Freuler mentions.
Verwaltungs- und Privat-Bank Aktiengesellschaft was founded as recently as 1956 and employs around 600 people. In addition to its headquarters in Vaduz, it has representative offices in Switzerland, Luxembourg, Germany, the British Virgin Islands and Uruguay. As a vision, VP Bank wants to "become
among the best private banks". Important values are "flexibility with regard to customer needs and a dialog-oriented relationship with customers." In addition to a competitive return on equity, it lists "open communication" as goals.
The scene has changedThe modern bank works with more modern tools and therefore also wanted different advertising than traditional private banks with a rather dusty image. Nevertheless, VP Bank also arose naturally from the tradition of Liechtenstein asset managers. These have never had to do marketing, let alone communication. One simply brought them the money. In the meantime, however, the scene has changed dramatically. The rich people no longer came automatically, because not only with the development of the stock market, for example, there have been other ways to deposit one's money. So what are the motives for looking for a new bank?
The campaign's strategy was ultimately based on the realization that the more money you have, the greater your concerns around
their management. Translated into private: "You've always had worries, but when you look back today, you can laugh about them. In five years, it will be the same with today's worries." VP Bank understands that - and can relieve its clients of those worries.
Since scenes around this idea with photographs immediately seem kitschy, Wirz Werbung dramatized the statements with abstracting illustrations. The agency came up with the subjects. Anja Kroencke in New York produced a first draft from them. The bank reviewed the layout. Then the correction requests went back to New York. "It's a style of working that has only become possible with electronic image transmission," says Matthias Freuler, pleased with this international network of his creation.
At the same time as the campaign was launched, VP Bank had a new CI designed by a Paris-based corporate design agency. This was incorporated in parallel with the development of the ads and is expressed today in the purple dot for the message in the upper part of the modern artwork.
From Vienna to the wider worldAnja Kroencke was born in Vienna in 1968. Even as a child, she is said to have altered the walls of her parents' apartment with bright colors. Later, as a teenager, she spent her free time in Viennese coffee houses, where she secretly sketched guests. This led to studies at the Vienna University of Fashion and Design.
Her first professional work followed for various design studios before she was promoted to AD at GGK in Vienna. In 1994 Kroencke moved to New York. First freelance, after two years AD at Stein Rogan & Partners. During this time, she began working part-time as an illustrator. Since 1997, Kroencke has worked exclusively in this field.
A front page to the New York Times fashion spread has won a Silver Award for Newspaper Design. Other awards followed from Creative Club Austria, Merit Award, ADC New York.
Notable work can be found in American Illustration, Society of Illustrators, Communication Art, Luerzer's Archive. More on:
www.anjakroencke.com
The new campaign, featuring illustrations by renowned New York artist Anja Kroencke, is aimed at a young audience.
Work from Kroencke's portfolio.
Andreas Panzeri
Verwaltungs- und Privat-Bank Aktiengesellschaft was founded as recently as 1956 and employs around 600 people. In addition to its headquarters in Vaduz, it has representative offices in Switzerland, Luxembourg, Germany, the British Virgin Islands and Uruguay. As a vision, VP Bank wants to "become
among the best private banks". Important values are "flexibility with regard to customer needs and a dialog-oriented relationship with customers." In addition to a competitive return on equity, it lists "open communication" as goals.
The scene has changedThe modern bank works with more modern tools and therefore also wanted different advertising than traditional private banks with a rather dusty image. Nevertheless, VP Bank also arose naturally from the tradition of Liechtenstein asset managers. These have never had to do marketing, let alone communication. One simply brought them the money. In the meantime, however, the scene has changed dramatically. The rich people no longer came automatically, because not only with the development of the stock market, for example, there have been other ways to deposit one's money. So what are the motives for looking for a new bank?
The campaign's strategy was ultimately based on the realization that the more money you have, the greater your concerns around
their management. Translated into private: "You've always had worries, but when you look back today, you can laugh about them. In five years, it will be the same with today's worries." VP Bank understands that - and can relieve its clients of those worries.
Since scenes around this idea with photographs immediately seem kitschy, Wirz Werbung dramatized the statements with abstracting illustrations. The agency came up with the subjects. Anja Kroencke in New York produced a first draft from them. The bank reviewed the layout. Then the correction requests went back to New York. "It's a style of working that has only become possible with electronic image transmission," says Matthias Freuler, pleased with this international network of his creation.
At the same time as the campaign was launched, VP Bank had a new CI designed by a Paris-based corporate design agency. This was incorporated in parallel with the development of the ads and is expressed today in the purple dot for the message in the upper part of the modern artwork.
From Vienna to the wider worldAnja Kroencke was born in Vienna in 1968. Even as a child, she is said to have altered the walls of her parents' apartment with bright colors. Later, as a teenager, she spent her free time in Viennese coffee houses, where she secretly sketched guests. This led to studies at the Vienna University of Fashion and Design.
Her first professional work followed for various design studios before she was promoted to AD at GGK in Vienna. In 1994 Kroencke moved to New York. First freelance, after two years AD at Stein Rogan & Partners. During this time, she began working part-time as an illustrator. Since 1997, Kroencke has worked exclusively in this field.
A front page to the New York Times fashion spread has won a Silver Award for Newspaper Design. Other awards followed from Creative Club Austria, Merit Award, ADC New York.
Notable work can be found in American Illustration, Society of Illustrators, Communication Art, Luerzer's Archive. More on:
www.anjakroencke.com
The new campaign, featuring illustrations by renowned New York artist Anja Kroencke, is aimed at a young audience.
Work from Kroencke's portfolio.
Andreas Panzeri
