Private bank campaign: deliberately playing with contrasts

A young, elegantly yet simply dressed woman has a used spade on her shoulder. She is aggressively making direct eye contact with the viewer. What does this picture trigger? Astonishment? Perhaps even irritation? The logo reveals for whom she is so resolutely and confidently reaching for the spade. The Swiss private bank Edmond de Rothschild is deliberately focusing on contrasts with the main subjects of its new campaign. There is probably no one better suited to the task than Dutch art photographer Erwin Olaf, who is known for playing with paradoxes. "The symbolism of the images reflects the values of the Edmond de Rothschild family: the conviction that responsibly invested wealth is what moves the world forward. The family has played a pioneering role in visionary investments for generations," explains Robert Jenkins, Chief Brand Officer of Edmond de Rothschild.From print to YouTubeDuring the rollout of the international campaign, the bank is using traditional print media as well as online titles such as finews.ch, social media channels and a brand film. Created by successful art director and illustrator Emmanuel Romeuf, the film tells the story and significance of the Edmond de Rothschild Group mission. "It is important for us to use the entire range, as we are a modern brand that wants to appeal to an increasingly young audience," explains Robert Jenkins. But why is print in particular an indispensable channel for the campaign? A look at the balance sheet issue from the date showed it: the intensity of the image against the historical blue background of the family coat of arms is more effective on a double-page spread than on a smartphone screen.https://www.youtube.com/watch?v=6yiFcN-xECo