The digital bank Radicant has fully committed all its financial services to sustainability: Banking and payments are purely digital via the app or via a debit card made of recycled plastic. At the same time, customers can check their carbon footprint with every payment. Those who invest with radicant always do so in accordance with the 17 UN Sustainable Development Goals. An internal team of experts evaluates all invested companies according to their impact on society and the planet. In addition to the performance of their investments, customers can also transparently view the sustainability ratings.
In this way, the bank wants to show that banking products and sustainable positive impact are not mutually exclusive. The launch campaign conceived, planned and implemented by Freundliche Grüsse takes up this connection on two levels. The core visual element of the campaign is a simple smartphone frame on a natural background. This is intended to establish Radicant as a sustainable digital bank at first glance. The message is intended to emphasize what are actually contrasting benefits. Now both are possible: for example, buying shares and conserving resources, or making payments and reducing plastic.
The primarily digital advertising media are complemented by two films that strike the same chord: Two thoughtful, relaxed protagonists deal with sustainable banking in nature and find the solution in Radicant. The campaign is now running on digital and social media platforms, as video ads and on DOOH screens. Further measures such as a pop-up branch are planned.