The objective for our strategists was to find some unique territory, and for the creative team – to put it into the right images and words. So it was decided to communicate all the possible benefits of the bank just in one video.
Calling a spade a spade doesn’t mean only being personally responsible for every word, but also being honest and transparent.
“As for me, it is a good example of the interaction between a strategy and an idea, because in this particular case the idea of the campaign was found only owing to the strategic insight: Tinkoff Credit Systems is the only domestic bank whose title includes the founder’s name. This gave us grounds for thought, so we came up with the idea of proper names” – says the project creator Arthur Miroshnichenko.