The online Varo Bank was founded with the aim to provide access to financial products and services to those Americans who are not considered by traditional banks. Against the ethical background that money should work equally for all, the bank advertises with the slogan “A bank for all of us” and uses the ultimate symbol of money par excellence, the banknote, for its new campaign. Under the motto “Democratized Dollars”, the illustrations on the $20 note introduced in 1928 with the image of former President Andrew Jackson have been redesigned, and instead depict a different American face on each note to express inclusion and diversity inherent in American communities. In the same style as the images on the traditional banknotes, this familiar banknote with a different face features on huge advertising banners that can be seen from afar, as well as on intricately hand-painted house walls and murals – with the unmistakable message of providing access to money services for all people to create a powerful impetus for change.
Statement by the Jury
The advertising illustrations for Varo Bank inspire as a realisation of high quality and craftsmanship. The entire campaign is characterised by a well-thought-out concept and conveys the ethical context and the message of equality, especially in banking, in a very authentic way. The beauty of the people shown in such unusual colours is remarkable and additionally gives the campaign an overarching charisma and impact.
Credits
Client:
Varo Money Inc., San Francisco, USA
Design:
Serviceplan Germany, Munich, Germany
Project Team:
Serviceplan Group: Stefan Schütte (CEO)
Alex Schill (Global Chief Creative Officer)
Jason Romeyko (Global Executive Creative Officer)
Michael Wilk (Global Head of Art)
Maximilian Schöngen (Global Creative Strategist)
Serviceplan Germany: Paul Foulkes (Art Director/Creative Director)
Matt Ashworth (Writer/Creative Director)
Dennis Fritz (Head of Film)
Kevin Lausen (DOP)
