Context
Danmarks Nationalbank introduced a new series of banknotes with updated security features.
The changes were largely invisible, while the use of physical cash is in decline.The update still required public communication.
Direction
We shifted focus from the notes themselves to the role of the National Bank using the update as an entry point to communicate the broader work behind the currency.We developed a film-led campaign built around the motif of bridges - connecting people, places and systems.
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.By connecting small details with larger structures, the role of the National Bank became more visible and relatable.
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.