By doing away with pictures as well as with hackneyed phrases or overused clichés, our campaign for Swiss private bank Julius Bär is intended as a deliberate counterpoint to the way banking institutes normally promote themselves. In contrast to many typical campaigns, we use small, understated headlines that are surrounded by much empty space. Each ad is new and surprising, and the claim “True to You” underlines the core message conveyed: Julius Bär is your credible, honest and trustworthy provider of banking services.

The campaign imitates the look and feel of a high-class newspaper column. Each ad is intended to reflect the bank’s values and should be immediately recognizable for the reader, both with respect to content and style, stating unmistakably, “this is Julius Bär speaking.”