Varo and Serviceplan democratized banking with an inaugural brand campaign
In early 2021, American digital bank Varo launched their inaugural US campaign: ‘A Bank for all of us’ during the Super Bowl LV in Atlanta, Baltimore, Charleston, Las Vegas, Memphis and New Orleans.
In collaboration with agency Serviceplan New York, the Varo campaign launched in outdoor and expanded to TV, radio and digital, and was designed to build on the company’s brand vision for a more accessible and inclusive financial system.
At the heart of the campaign is a brand anthem TVC showcasing individuals who reflect the beating heart of America’s diverse society. This campaign from Serviceplan New York showed the client’s commitment to diversity. “Varo’s claim is ‘A bank for all of us’ is an unmistakable commitment for a free society in which all clients are treated equally. The creative achievement is that the bank smartly combines its brand purpose with the current demand for diversity and equality. In American society, it shows political courage and a strong and consolidated stance. This way, Varo not only fits our current time, but – it also makes one point clear: that Varo is “A bank for all of us.”
The hero visual featured across the campaign was the iconic $20 bill, re-imagined with portraits of everyday Americans. The design is a highly crafted aesthetic that mirrors yet modernizes the graphic style of the US dollar bill. The Varo campaign launched in the US a few weeks after the revival by the new Biden administration of plans for a portrait of the anti-slavery activist and prominent abolitionist Harriet Tubman to feature on the US $20 bill.
Six new dollar portraits were created for the February launch, designed to represent a snapshot of American diversity. An accompanying Instagram augmented reality filter expanded upon “A bank for all of Us“, by offering an interactive way for anyone to join the campaign with their smartphone. Anyone could put their own face on a twenty-dollar bill using the Instagram filter, and share that image with the world.
Varo is the first and only digital bank in the USA with a national bank charter, and is committed to helping the vast, diverse group of Americans who have been left behind by the traditional banking system. Since its launch in 2017, Varo has worked to give people more control over their financial lives by rethinking outdated and elitist systems to create financial inclusion and opportunity for all. Varo offers customers premium bank accounts that have no minimum balance requirement or monthly account fee, high-interest savings accounts, and tech-first features to help people save and manage their money effortlessly.
The project is led by creative agency Serviceplan New York, part of the global Serviceplan Group agency network. Stefan Schuette, CEO of Serviceplan Group’s House of Communication New York, assembled a team of experts including designers, production specialists, strategists and creatives from Serviceplan’s international network to facilitate the first national campaign for Varo. Serviceplan Group’s House of Communication New York developed a global way of working with leading talent in the US and digital/ technology experts within the Serviceplan Group.
“There is a time for everything – the first electric vehicle, the first mobile phone, the first cloud-based music service and now the first bank for all of us. I am thrilled that Serviceplan is part of the most exciting launch story for Varo.” says Stefan Schuette, CEO Serviceplan New York.