The campaign, planned by the lead agency of Bank Gutmann, was aimed at willing wealthy bank customers. Due to the ambiguity of the term "bank" as a park bank and financial institution as well as the emphasis on the freedom of choice of the customers, the actually offensive campaign was toned down.
All Channels was commissioned to design and implement the idea clearly and simply taking into account the very reduced corporate design of Bank Gutmann.
The motif was seen as a digital city-light-poster in busy shopping streets as well as animated banners on portals of leading Austrian quality newspapers. The banners were linked to a special campaign landing page (change.gutmann.at), which was optimized in terms of lead generation and offered five reasons why Bank Gutmann is a good choice.