BACKGROUND

As Poland's largest bank, PKO Bank Polski faced the challenge of an aging customer base and a perception of being too traditional. The goal was to pivot the brand image to resonate with Gen Z and young Millennials, proving that the bank's services are modern, simple, and tailored to their specific lifestyle needs. 

SOLUTION

We partnered with youth icon Dawid Kwiatkowski to serve as the face of the transformation. The campaign positioned PKO Bank Polski as an engaging, reliable partner through a multi-layered creative execution: 

1. 1. Multi-Channel Content: Developed creative concepts and scripts specifically optimized for TV, cinema, and TikTok to meet the audience where they consume media.
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3. 2. Comprehensive Production: Managed end-to-end supervision of all photo sessions and film shoots to ensure high-energy, authentic visuals.
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5. 3. Visual Identity: Provided art direction for three distinct lines, ensuring a cohesive look across digital platforms and bank subsidiaries. 

RESULTS

The campaign successfully refreshed the image of Poland's number-one bank, establishing a genuine connection with a younger demographic. By leveraging a high-profile influencer and platform-specific storytelling, the bank moved from a "traditional institution" to a modern financial partner in the eyes of Gen Z. 

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