Alpian: No Two Alike
In the fall of 2022, twins appeared all across Switzerland. They were sup-boarding, dancing, playing guitar – all while talking about the wealth. You could spot them on the airport mega-billboards, in the train station DOOH screens, or on your social media feed. This was the launch campaign of Alpian, Switzerland's first digital private bank. I was fortunate to be involved in its conceptualisation and execution, done by the creative agency Foundry. As Creative Director - Art, I led the team of agency creatives, collaborated with the production company, managed day-to-day client communication.
Creative insight.
Alpian considers each client’s unique personality and nuances when shaping their portfolios, guaranteeing that each portfolio is individual. Even if two clients are as similar as twins, each one can pursue wealth in their own way. Building on this insight, my team in Foundry created “No Two Alike”. We interviewed different pairs of identical twins from across Switzerland and found that even though they were identical in most ways, when it came to matters of wealth, they were anything but identical.Campaign movies.
To bring the campaign to life, my team worked with award-winning Swiss production house Stories. With Oscar-nominated director Mark Wilkins directing the films and acclaimed photographer Yves Bachmann leading the way, the campaign was in safe, capable hands. To give the films as authentic a flair as possible, no actors or models were cast. In addition, the film was made without a script, because it was meant to depict the twins’ actual opinions and attitudes. Shot as an interview, the films highlight the differences in the twins’ attitudes towards wealth and investment.Billboards & digital ads.
Along with a targeted approach over digital channels, more than 300 media placements across Switzerland were carefully selected to reach the right audience. Including the largest billboard in Switzerland.
To cater to different audiences, the content was executed in 4 languages, featuring 5 twin motives, highlighting 4 prodcts USPs – all in dozens of different formats to fit various SoMe.
Thanks to the campaign, there was +653% traffic increase to alpian.com. The project won German Brand award 2023.
Responsible at Foundry: Sacha Moser (Founder & Creative Partner), Eugenia Kubas (Creative Lead Art), Nitin George (Creative Lead Concept & Copy), Susann Kompa (Account & Project Lead), Jarin Morová (Head of Media & Performance), Gregor Wollenweber & Christian Wirz (Production), Andreas Egidi (Art Director). Partner: Marc Wilkins (director), Yves Bachmann (photography). Responsible at Stories: Michele Seligmann, Yves Bollag, Meret Früh, Marko Strihic, Edoardo Moruzzi. Responsible at Alpian: Roman Balzan (Chief of Marketing & Brand), Jean-Baptiste de Vevey (Senior Marketing Manager), Gerd Afforti (Art Director), Antonio Mancini (Head of User Experience), Gianmarco Bonaita (Co-Founder, Head of Strategic Projects).
