Context
Danmarks Nationalbank came to us with a need to communicate a none-story. The Danes were introduced to a new series of banknotes with updated security features. The changes were largely invisible, the use of physical cash was in decline, and the production was moved from the famous Nationalbank HQ in Copenhagen to abroad.The update still required public communication.
Direction
We grasped the opportunity to shift focus from the notes themselves to the overall role of the National Bank as a foundation for a robust danish economy. We used the update as an entry point to communicate the broader work behind the currency.We developed a film-led campaign with bridges as leitmotif. Bridges are depicted on the banknotes and stands as symbols of societal structures.
Shot across multiple locations in Denmark, the film linked the design of the notes with the broader function of the institution.The same narrative extended across campaign assets, creating a consistent expression beyond the product itself.
Impact
The campaign reframed a technical update into a broader public message.Using something quite trivial as an excuse to tell the bigger picture.
Directing a big oldschool film campaign for The Danish National Bank seems the epitome of trust.
We are building bridges here, not walls.
We conceptualized and directed the film campaign introducing and informing the danes to a new series of bills. The film told the bigger story of the work The National Bank does in general, and the somewhat smaller story of the specific new designs of the bills. The motif of bridges run through the design and the movie. We are building bridges here, not walls.
The campaign ran digitally and as a TVC informing all Danes of the new bills.