Dexia bank offering tailor-made products and a hats off to non-ordinary families.

When society changes, your bank has to follow.

Just under half of all Belgian families are one-parent families or reconstituted families. And 1.5 million people in Belgium are single. In other words: non-ordinary families have become the most ordinary thing in the world. So, together with Dexia Bank we invented The New Family Plan.

The New Family Plan campaign was launched with a 60” TV commercial. It is a real tribute to all ‘new’ families, in which Dexia literally says ‘hats off’ to them for their perseverance, determination, organisational talent and creativity.

A range of radio commercials and a banner campaign proposed specific services and products to each particular type of family. A 4-page supplement illustrating these with real-life examples was included in national newspapers. And all of the ads invited the public to join Dexia’s online platform to discover more and share their own experiences.

From the start it, was clear that a bank positioning itself like this was unseen in banking communication. It really struck a chord with the public.

As the Art Director for this campaign, I was responsible for concept creation and execution on all levels.