Euro RSCG creates Credit Suisse campaign

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

services advertising."

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