COMDIRECT.
FINANZEN
SELBSTBESTIMMT.
EASY - GROW - PRO
In a highly competitive banking market shaped by visual genericness and interchangeable financial jargon, we radically repositioned the comdirect brand. Instead of focusing on purely functional product features, the new brand offensive liberates comdirect from its purely rational corner and establishes a bold new mindset: "Finance as a Lifestyle." Financial awareness and wealth creation become expressions of digital self-determination, personal ambition, and modern identity. Driven by the confident and leading claim, "We are not 'nice to have' – we are the 'must-have!'", we aligned the bank's entire portfolio along three clear customer pillars: EASY for effortless daily banking, GROW as an entry point to flexible wealth accumulation, and PRO as a high-performance broker for professional trading.
The creative execution consistently breaks with the traditional codes of the financial industry, aligning itself with the real, urban culture codes of the target audience. Inspired by the aesthetics of contemporary fashion and music videos, the campaign utilizes a high-contrast visual language and an innovative, state-of-the-art production process. In a true pioneering achievement, the TV commercial was produced entirely using artificial intelligence. The organic foundation was provided by the expressive choreographies of a real street dancer and a professional ballet dancer, whose human movements were seamlessly translated into fluid, highly aesthetic AI avatars within a hybrid production. This symbiosis of analog physical artistry and digital high-tech is driven by a powerful soundtrack created in cooperation with 2WEI Music. The music is not mere background noise, but the emotional heart of the campaign, dynamically charging the new positioning and anchoring it in minds and ears with the prominent key word "NICE."
This strategic realignment is not a temporary advertising highlight, but the starting signal for a long-term, holistic cultural strategy.