CRK for Swiss Banking: The Swiss banking center as a living river
With its new campaign, «The River,» Swiss Banking, the umbrella organization for banks in Switzerland, is sending a strong message in support of Switzerland as a banking center. The campaign was conceived, developed, and implemented by CRK.
Emotionally narrated and visually impressive, the campaign shows how Swiss banks support people and companies - reliably, innovatively and close to life. The campaign was conceived, narrated and implemented by CRK. "The River" uses the metaphor of the river: constant, trend-setting and full of energy.
The focus is on topics such as mortgages, technological progress, wealth accumulation and the business location. The campaign makes it clear that Swiss banks are far more than just financial service providers - they create trust, connect companies, open up new markets and support people at all stages of their lives.
At the heart of the campaign are four short films, a bilingual podcast (German and French) and striking key visuals. The films follow the course of a river and address the central themes of the banking center. They were produced by the Zurich-based production company Shining Film and directed by Kay Kienzler.
The leitmotif "Staying in the flow means moving forward" runs like a red thread through all content and makes it clear how banks open up opportunities and accompany their customers safely into the future - in line with the claim "With the banks. For Switzerland.". The podcast "The River" adds a dialogical dimension to the films: in German-speaking Switzerland, it is hosted by the renowned business journalist Carolin Roth, and in French-speaking Switzerland by the experienced journalist and presenter Carine Rielle. Together, they will bring personalities from business and society into conversation, providing inspiring insights and new perspectives on the banking center. To kick things off, Marcel Rohner, Chairman of the Board of Directors of Swiss Banking, will talk about his career experiences and his view of the future of the Swiss banking center.
The campaign content can be accessed centrally at www.the-river.ch in German, French and English. All digital ads and social media posts lead directly to the campaign website, where the entire story of "The River" can be experienced.
The aim of the campaign is to make the achievements of the banking center tangible for society and the economy, to enable a differentiated view of the industry and to promote a constructive public discourse on the role of banks.
Responsible at Swiss Banking: Dagmar Laub (Head of Communications & Public Affairs) Urs Bachofner (Head of Content Management), Renate Meier (Head of Theme Management & Media Relations), Šeherzada Paden (Head of Public Affairs), Yvonne Wisianowsky (Social Media & Website Specialist), Siegfried Epeti (Communications Manager) Responsible at CRK: Caroline Hulliger (mandate management), Sascha Fanetti (concept & creative direction), Patrick Marty (strategic consulting), Nina Garapic (consulting), Jasna Dzananovic (social media), Jakov Košćak (digital art direction) Dario Dević (brand design) Responsible at Shining AG: Leonardo Sanfilippo (Executive Producer), Kay Kienzler (Director), Björn Haneld (DOP), Postoffice Amsterdam (VFX), Balz Bachmann (Music Composer), DubDub (Audio Postproduction) Website: Shape 404 Media: Team Sir Mary Media Podcast production: Live Fabrik GmbH and Trailblaze Studio
