Lån & Spar wanted to explain why they stand out significantly from the competition. The bank's customers are co-owners of the bank through their trade union.

As part of a larger branding project, Lån & Spar needed a TV advertisement that could raise awareness of the customers' particular advantages with them.

The advertising had to convey Lån & Spar's values and community across these trade unions and professions. The video should illustrate that they all have it together, that they are co-owners of the bank.

The target group was broad, as it had to both hit the trade union members and entertain the TV viewer.

The TV commercial had to increase awareness among the primary target group (the members), and the target group had to be able to identify with the message.

Therefore, we selected four different people from recognizable trade unions in their profession: lawyer, nurse, teacher and police officer.

To make the advertisement identifiable to a wider target audience, we showed the same people in their leisure interests: music, swimming, roller skating or motocross.