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MAKING A NEW CREATIVE FRAMEWORK FOR SOVCOMBANK

Sovcombank, one of Russia’s largest private banks ranking in the country’s Top 10, trusted us to develop a series of commercials for savings accounts, loans, and specialized banking products for retirees.

  • Creative
Customer SOVCOMBANK

CHALLENGE

Develop a vibrant and dynamic creative concept for three banking products:

  • deposits
  • loans
  • banking products for retirees.

ABOUT

Sovcombank is one of Russia’s largest private banks, ranking in the country’s Top 10. It holds the third-largest assets in the banking sector and operates on a federal level with an extensive network of 2700 branches and mini-offices across 1000+ cities and towns in Russia.

SOLUTION

SOLUTION

The Arena team developed a fresh creative framework for Sovcombank. The goal was to craft a vibrant and dynamic campaign showcasing the bank’s products: deposits, loans, and specialized bank products for retirees. The unifying theme across all three commercials was an original branded song, which set the rhythm for the editing and shaped the campaign’s tone.

In the first video, Sergey Bezrukov spoke about the dreams and goals that loans from Sovcombank help to fulfill. They were all so different and important so the team wanted to make a song for them.

KEY CAMPAIGN MOMENTS

For this campaign, the creative team sought an entirely new approach: something lighthearted and optimistic, free from traditional metaphors and clichés. With this approach in mind, the commercial follows the actor moving through real-life scenarios, sharing moments of joy with the characters in each scene.
DYNAMIC VIDEO AND A HEARTFELT MESSAGE

DYNAMIC VIDEO AND A HEARTFELT MESSAGE

We crafted a dynamic edit with fluid transitions, ensuring the visuals matched the rhythm of the song. Even with fast-paced cuts, the campaign maintained a warm and emotional core, culminating in a heartfelt message from Sergey Bezrukov, which served as the perfect final touch to the story and added a human connection.

LET’S TALK ABOUT YOUR PROJECT

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CONTACT

Address:
115035, Kosmodamianskaya Nab., 52 block 1, Moscow, Russia
Phone:
+7 495 669 23 42

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