Title	CHILDREN ABOUT BANKERS
Brand	FEBELFIN (FEDERATION OF BELGIAN BANKS)
Product/Service	CORPORATE IMAGE & COMMUNICATION
Category	B03. Consumer Services
Entrant Company	DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency	DUVAL GUILLAUME Antwerp, BELGIUM
Production Company	BORGERHOFF & LAMBERIGTS Leuven, BELGIUM

Name	Company	Position
Veronique Sels	Duval Guillaume	Executive Creative Director
Dries de Wilde	Duval Guillaume	Executive Creative Director
Koenraad Lefever	Duval Guillaume	Executive Creative Director
Ad Van Ongeval	Duval Guillaume	Art Director
Jeremie Goldwasser	Duval Guillaume	Copywriter
Karel Vinck	Duval Guillaume	Managing Director
Louis Gheysens	Duval Guillaume	Account Manager
Jef Leysen	Duval Guillaume	Account Manager
Marc Van Buggenhout/Tuyen Pham	ASP	Tv producer
Isabelle Baele	Borgerhoff/Lamberigts	Executive Producer
Els Chapelle	Borgerhoff/Lamberigts	Producer
Henrik Luyten/Lies Vanderauwera	Borgerhoff/Lamberigts	Director
Arne Focketyn	Borgerhoff/Lamberigts	DOP Lighting Cameraman

The Campaign

The banking industry in Belgium suffered big from the banking crisis of 2008-2009. The image of the industry is at its lowest point so we were given the task to come up with an idea that could open the conversation. The client was well aware that 1 campaign will not change the the image and trust over night, but nevertheless they wanted to make their stakeholders, the press and the consumer aware of the fact that they are constantly improving banking and their reputation so we'll have better banking tomorrow. Portraying the banks, bankers and Febelfin as a great organisation and thus avoiding the painful area would backfire. That's why we wanted to portray the truth of the image of bankers today and then make our point that if we don't change our reputation, we'll have no banking tomorrow. The execution? Who is best to tell the truth about things than children. So we asked children what they think and how they feel about bankers and banking, to prove there's work to be done. The film of this 'truth' was then showed to the press and stakeholders at a Febelfin seminar on March 12th in Brussels. We received a lot of media attention on the topic and we started a conversation about the image of bankers and the banking industry.

The Brief

The objectives of the campaign were focussed around the Febelfin seminar of March 12th, where the stakeholders and press was present to discuss the future of banking and the pilars for responsible banking. The film had to be a conversation starter on that seminar and a PR-element for the press. At the end we wanted to make sure that our target audience (stakeholders, press, consumers) is aware that Febelfin and all the Belgian banks know that they have a bad reputation but that they will do anything to improve banking every day so we'll have better banking tomorrow.

Execution

Who is best to tell the truth about things than children. So we asked children what they think and how they feel about bankers and banking, to prove there's work to be done. The film of this 'truth' was then showed to the press and stakeholders at a Febelfin seminar on March 12th in Brussels.

Target audience impressions at seminar: 250 Content views: 47.834 Press coverage: The film generated articles in 4 of the biggest newspapers in Belgium: De Morgen, Het Laatste Nieuws, De Standaard and L'Echo, The same newspaper also placed articles on their website and we were picked up by Business Insider as well.

The Strategy

Portraying the banks, bankers and Febelfin as a great organisation and thus avoiding the painful area would backfire. That's why we wanted to portray the truth of the image of bankers today and then make our point that if we don't change our reputation, we'll have no banking tomorrow. The 2 main target audiences were stakeholders (Belgian banking industry) & the press. These 2 target audiences were brought together on a big Febelfin seminar in March. So we had to come up with something that would start the conversation around our reputation and the future of banking.