•Situation: Our consumption life style is eating away on our planet. In the Nordics we find both a dying sea and the highest usage of credit cards. This is home for a small bank situated in the Baltic Sea. As a niche player, the bank scores high in client satisfaction but the big banks outspend them 10 to 1 in advertising, their reach was limited to say the least. The Baltic Sea is getting worse and 15% of its seabed is already dead.

•Brief: The Bank of Aland’s brief was to engage clients in building Baltic Sea awareness and to position the brand according to its values; responsible, personal and ambitious.

•Objectives: Make the brand communicate based on brand, origin and problem. 1. Influence clients to join as on going ambassadors for change together with the bank. 2. Engage partners and enter new rooms. 3. Invite the industry to participate

• Implementation: The Baltic Sea Platform was set to crate funding for great ideas and understanding by the public. We developed the Baltic Sea Credit Card to connect all clients of the bank to that ambition. We developed at credit card to replace all other cards in the bank in accordance with the film we sent out ”How the way we pay can save the sea.mpg” as well as The Aland Index, connecting your consumption to impact and impact to compensation. Then we implemented according to the PR-plan.

• Timeline: February/April we pitched and prepared. Released in March/April.

• Placement: Focus on financial and environmental press and

• Scale: We focused on the Nordics but with news spread and within first weeks we had over 100.000.000 in earned media reach.