The new wave of UBS's brand campaign focuses on women
On Monday, UBS launched another phase of its international brand campaign. This time, the focus is on women. The campaign is intended to highlight the bank's diversity initiatives. At the heart of the campaign is a song by Joss Stone.
UBS is building on its brand campaign launched in 2015, in which a film asks questions from the client's perspective.
The commercial is about possible issues in the life of a female entrepreneur and addresses some of the challenges that women might face today. The film was developed by a majority female team from Publicis London. It is the continuation of a series of films that focus on UBS's understanding of client issues and ends with the campaign slogan "With some questions in life, you're not alone. Together we can find an answer."
https://www.youtube.com/watch?v=uLYdRr3TfUM
The campaign song, "Free Me", was re-recorded exclusively for this advertising campaign by British singer Joss Stone together with the music production company Massive Music from Amsterdam. The song was also released on Spotify and iTunes on March 6.
About the movie, Joss Stone says: "The question that bothered me the most was: Why do I have to prove myself over and over again? The achievements you can show don't seem to matter as much when you're a woman. I have achieved so much. How many times do I have to prove that I can do just as much as a man?"
https://www.youtube.com/watch?v=QDizS0YKhtU
"We have placed women at the center of this campaign because it is important to us to address our customers directly. This is possible through marketing, among other things. UBS is committed to diversity, not only because it is the right thing to do, but also because diversity is a key factor in achieving our goals," explains Johan Jervøe, Chief Marketing Officer at UBS.
The campaign appears in TV-like, international formats on digital channels, supported by a microsite and various social media platforms.
