The image of banks is the same all over the world. They are perceived as big, slow, bureaucratic and complicated institutions.

But, there is also another business environment, where people are used to a much simpler approach: retail.

Here, you have a great range of choices, such as discounts and seasonal sales, promotions, samplings, special offers, drive-ins, home deliveries and many other things.

With our campaign for GE Money Bank loans, we took inspiration right here.

What is the bank doing?

The bank is selling money.

Let’s sell money, then!

Cheap money, fast money, money that’s for sale.

In TV commercials, we show people shopping for money; we show money as retail goods on posters, print ads and billboards. We filled the bank branches with a lot of money. Money was on the stands, on the tables, in the baskets, everywhere.

They were leaflets that looked like bank notes, with the necessary information on the back.

And we redesigned the branches in the style of supermarkets.

They were really ugly.

But it worked like hell!