Title	BEJBY BLUE, YOUR DIGITAL PERSONA
Brand	TATRA BANKA
Product/Service	STUDENTS BANK ACCOUNT
Category	A06. Overall Aesthetic Design
Entrant	THIS IS LOCCO Bratislava, SLOVAK REPUBLIC
Idea Creation	THIS IS LOCCO Bratislava, SLOVAK REPUBLIC
Production	SORRYWECAN Prešov, SLOVAK REPUBLIC
Post Production	SORRYWECAN Prešov, SLOVAK REPUBLIC

Name	Company	Position
Juraj Kovac	THIS IS LOCCO s. r. o.	Creative Director
Dano Vachuna	THIS IS LOCCO	Copywriter
Sandra Conortova	THIS IS LOCCO	Social media
Juraj Rusnák	THIS IS LOCCO s. r. o.	account manager
MArtin Jaňák	THIS IS LOCCO s. r. o.	Art Director
Adrian Méry	THIS IS LOCCO s. r. o.	Art Director

Describe the creative idea

For the worlds most innovative digital bank, Tatra banka, we were briefed to create students account campaign. So we embodied the era we all are living, even more students- digital era. And we created first 100% digital persona around. Her task was to show young people what they can achieve if they decide to show their own "digital persona" and use their time online in a meaningful way. Bejby Blue let them experience her digital success story in real time. Story of rise from nobody to stardom in digital era -like their heroes, Billie Eilish&Justin Bieber. She launched music career from her bedroom, than appeared on one of the most influential rappers music video, even made her own song celebrating digital era. She also met with other "digital personalities" - influencers, gamers and other people that are successful thanks to internet. By doing so she became part of youth culture.

Describe the execution

Tatra Banka is Slovakias leading bank in innovation and digital. It had even won "Worlds most innovative digital bank in the wordld". Its annual student aquisition campaign is one of its communication highlights, brave and bold, always pushing boundaries. So we decided to create most digital and innovative campaign ever. CREATE DIGITAL PERSONA. For its real time processing abilities we chose to craft her in Unreal engine. For cgi videos we used motion capture software and for insta photos we used face replacement technologies. For the way she looks and sounds we teamed up with Slovakias most relevant producer and fashion icon, Dalyb. We started with psychological profile- got inspired by popular stars of today Billie Eilish, Miley Cyrus or Millie Bobby brown. Very expressive young singers with little boyish attitude. Next came looks, we combined various instagram models with AI and came up with the way she looks. Next her rebelous style, with bespoke clothes crafted in CGI. THE CAMPAIGN First we created mystery around Bejby Blue. Started her social media life with acoustic cover song of one of leading slovak rapper Dalyb. Than she appeared with him in best music video in Slovakia. She started PR and radio media tour. After 3 weeks we revealed she is new digital face of Tatra Banka in online video praising digital era. Next started 4-month campaign with daily social media presence covering hottest topics with other successful "digital personas". She wore clothes from young designers and released own merch. Made tiktoks with famous tiktokers. Live streamed with top Gamers. Taught people how to live sustainably with eco influencers and covered selflove. And released her own song „click“ celebrating digital era . Helped young producers get noticed in remix competition. She hosted news on the popular youth channel or hacked online class.