Fridolin is proud of his bench
Bread and games advertises Glarner Kantonalbank with authenticity
Bread and games advertises the Glarner Kantonalbank with authenticityBy Luca Aloisi Local color, a sense of home and togetherness are the components with which the Glarner Kantonalbank presents itself credibly to its customers. And it has been doing this long before Swissnes was on everyone's lips.
The young all-round agency Brot und Spiele developed a testimonial campaign for the client Glarner Kantonalbank (GLKB). Another one? The question may be justified. However, unlike most of the testimonials currently plastered across advertising space, this campaign stands out thanks to its authenticity and the proud claim "I am a Glarner".
This is the first integrated communication presence for the small universal bank. The reference to a Glarus theme is self-evident, after all it has 12 branches and agencies for a population of around 40,000 inhabitants. And, no wonder, it has a dominant market share in the Alpine canton.
The fact that Esther Feldmann, Head of Marketing Communication, chose a Zurich agency for this has to do with personal relationships, as she freely explains. First, however, Brot und Spiele was commissioned with the concept for the design of the new two-part annual report. This has given the cantonal bank a platform on which it can explore a typical or atypical Glarus topic in magazine style.
St. Fridolin achieves cult status - on T-shirts
"This already turns the annual report into an image carrier," says consultant Urs Schwander. However, concept designer and AD Markus Läubli and copywriter Anna Esposito had not expected that the simple but versatile design approach would really open up the range of communication media. As the identity-creating statement fits perfectly with the current anniversary year "650 years of Glarus in the Swiss Confederation", the portrait series from the annual report was used for an advertising campaign.
This will be used with text changes for all events of the anniversary contribution. Läubli never expected that even St. Fridolin would achieve such cult status as an ambassador in the form of a T-shirt print. After all, he has long been over the Swissnes hype. He says, not without good reason, that hardly any other canton could afford a similarly patriotic slogan without appearing arrogant or ridiculous.
This is supported by a headline campaign "Please spread the word: I am a Glarner". Following this image campaign, which is primarily aimed at private customers, the next campaign will focus on corporate customers.
The young all-round agency Brot und Spiele developed a testimonial campaign for the client Glarner Kantonalbank (GLKB). Another one? The question may be justified. However, unlike most of the testimonials currently plastered across advertising space, this campaign stands out thanks to its authenticity and the proud claim "I am a Glarner".
This is the first integrated communication presence for the small universal bank. The reference to a Glarus theme is self-evident, after all it has 12 branches and agencies for a population of around 40,000 inhabitants. And, no wonder, it has a dominant market share in the Alpine canton.
The fact that Esther Feldmann, Head of Marketing Communication, chose a Zurich agency for this has to do with personal relationships, as she freely explains. First, however, Brot und Spiele was commissioned with the concept for the design of the new two-part annual report. This has given the cantonal bank a platform on which it can explore a typical or atypical Glarus topic in magazine style.
St. Fridolin achieves cult status - on T-shirts
"This already turns the annual report into an image carrier," says consultant Urs Schwander. However, concept designer and AD Markus Läubli and copywriter Anna Esposito had not expected that the simple but versatile design approach would really open up the range of communication media. As the identity-creating statement fits perfectly with the current anniversary year "650 years of Glarus in the Swiss Confederation", the portrait series from the annual report was used for an advertising campaign.
This will be used with text changes for all events of the anniversary contribution. Läubli never expected that even St. Fridolin would achieve such cult status as an ambassador in the form of a T-shirt print. After all, he has long been over the Swissnes hype. He says, not without good reason, that hardly any other canton could afford a similarly patriotic slogan without appearing arrogant or ridiculous.
This is supported by a headline campaign "Please spread the word: I am a Glarner". Following this image campaign, which is primarily aimed at private customers, the next campaign will focus on corporate customers.
