| Title | THE DARK SIDE OF MONEY |
| Brand | ABN AMRO |
| Product/Service | RECRUITMENT |
| Category |
E01. Use of Film |
|
Entrant
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Media Placement
|
STORM DIGITAL, PART OF ACCENTURE INTERACTIVE Amsterdam, THE NETHERLANDS
|
|
Media Placement 2
|
MEDIACOM Amsterdam, THE NETHERLANDS
|
|
PR
|
NEWSLAB Amsterdam, THE NETHERLANDS
|
|
Production
|
TEBBER NEKKEL Amsterdam, THE NETHERLANDS
|
|
Additional Company
|
ABN AMRO BANK Amsterdam, THE NETHERLANDS
|
Credits
| Leon Ragetlie |
N=5 |
Copywriter |
| Gabriela Nouws |
N=5 |
Art Director |
| Daniel te Lindert |
N=5 |
Creative Director |
| Thijs Bontje |
N=5 |
Creative Director |
| Blue ter Burg |
Tebber Nekkel |
Screenwriter & Director |
| Quintin Baker |
Tebber Nekkel |
Screenwriter & Producer |
| Esther Overmars |
N=5 |
Strategy Director |
| Silvia van Hooft |
N=5 |
Strategist |
| Judith Lavalette |
N=5 |
Head of Account |
| Merel Hoogendorp |
N=5 |
Client Service Director |
| Maaike Langereis |
N=5 |
Account Manager |
| Anna Bosscher |
N=5 |
Agency Producer |
| Marcel Hellemons |
N=5 |
Digital Director |
| Hans Dekker |
N=5 |
Digital Producer |
| Noortje Hulshof |
N=5 |
Designer |
| Sander Kruit |
N=5 |
Motion designer |
| Robine Schmetz |
N=5 |
Motion designer |
| Ralph Bannink |
N=5 |
Graphic Designer |
| Ron Gessel |
N=5 |
Photographer |
Write a short summary of what happens in the film
‘The Dark Side of Money’ tells the story of restaurateur Remco, who becomes embroiled in Ivar’s money laundering empire, which is disguised behind a fish monger’s.
The film opens with a one-taker which follows Ivar from the till of a seemingly normal fish shop, along various security guards, until we reach the office behind his shop, where stacks of cash are being counted by shady characters.
Remko’s restaurant is only just surviving. He is forced to come to an arrangement to pay his supplier. But what Remko doesn’t realise is that from that moment, he has lost control of his bookkeeping.
When the anti-fraud agency comes knocking, after a tip-off from his bank, and they turn his restaurant upside down, things go wrong.
Ivar feels cornered and is furious. With disastrous consequences.
Cultural / Context information for the jury
Viewing context
Several money laundering scandals were uncovered at banks recently. Rival ING was forced to pay a record 775 million euro settlement fine in 2018, for example. This was widely reported in the press. Since then, banks have been pressured to radically improve their gatekeeper function. At ABN AMRO too.
Every year, over 16 billion euros of criminal money is laundered in the Netherlands. Money from drug trading, human trafficking and terrorism flows into the legitimate economy via banks like ABN AMRO. Only 1% of this criminal money is seized.
Explain how the work innovatively used the film medium.
Our challenge was to convince the target group of critical millennials (aged 21-35) that the ‘bad guys’ from the financial crisis, are now going to hunt down these crooks. That feels like a paradox.
They will not believe this without proof, let alone want to contribute to it themselves.
To recruit 1,200 applications, a radically different campaign approach is needed, to what a bank would normally expect.
To bring the gravity of financial crime close to their lived experience, between all the crap from the web and Netflix, we collaborated with the creators of the popular Dutch series Mocro Maffia.
We create a short thriller which brings to life the brutal reality behind money laundering. The film deliberately contains scenario errors so viewers can test whether they are sharp enough. This simultaneously made it a powerful activation tool.
This recruitment strategy is highly innovative for a bank.