Contexta: Living values for Valiant

Against the backdrop of the global loss of confidence in the financial world, the aim of the campaign, according to the statement, is to position Valiant as the bank that recalls the original competencies of Swiss banking. The new brand promise developed by the agency also serves this purpose: "Values that take you further". It is aimed at everyone who expects sustainable value creation and value preservation from their bank - as well as behavior that is geared towards long-term relationship management and offers customers orientation and an overview.

The result is a campaign that deliberately breaks with the usual communication conventions in the financial industry. Instead of big words, Valiant has lived values and people who live out their profession in the best possible sense for their customers: "We are simply a bank". A memorable story has been formed around this brand promise. Says Stephan Michel, Head of Marketing and Corporate Communications at Valiant Bank: "We focus on our core competencies and on meeting expectations in a positive way. Our work is to maintain simple, straightforward and honest relationships with our clients. We want to be a bank that does what is expected of it - in the highest quality."

The campaign includes TV, billboards, as well as ads that showcase the campaign motto "We are simply bank" in real life, promoting the most important product a bank has to offer in times of uncertainty: trust and meeting customer needs.

Responsible at Valiant Bank: Stephan Michel (Head of Marketing and Corporate Communications), Dina Bienz (Head of Marketing), Martina Schmid (Project Manager Marketing). Responsible agency: Contexta advertising agency BSW, Bern. Production: Stories, Zurich. Directed by: Johan Kramer. Music: Gian Dolder/Adrian Frutiger. Photo: Pierluigi Macor (photographer), Süsstrunk & Jericke (image processing). Media: Mediaplus, Bern.