Credit Suisse Group is launching a global TV and print campaign
which will aim to give the financial services company more personality
in a crowded market.
It is the first work for the company by Euro RSCG Wnek Gosper and will
break in September.
The campaign revolves around a 60-second television spot in which a
series of short scenes illustrate Credit Suisse Group's values through
words beginning with "in", such as individual, inventive, intuitive and
The spot ends with the lines "In all aspects of finance" and "360-degree
finance", accompanied by the company logo.
The ad is filmed in black and white with specific items picked out in
blue and red, which are the corporate colours of Credit Suisse
Using the same technique, the print work consists of black-and-white
executions depicting a scene in which relevant features are highlighted
in red and an "in" word sums up the particular quality.
Chris Pinnington, the managing director of Euro RSCG, said: "We hope
that the campaign will cut through the clutter of current financial
The campaign was art directed by Nigel Rose and written by Alan Curzon.
The work was directed by Adrian Moat through RSA Films. Media planning
and buying is through Media Planning.
Beat Buchmann, the marketing director of Credit Suisse Group, said: "The
aim of the campaign is to communicate our values to a global audience
and portray Credit Suisse Group as a trustworthy source of financial