The Shadybug

​ASN Bank is the oldest sustainable bank in the Netherlands, and it’s on a mission to grow. Under the bank’s guiding idea ‘that’s how money can create happiness’ (zo maakt geld gelukkig), it works to make people aware of their financial habits and how they can stand in the way of sustainable progress. For this fourth chapter in the storybook-style campaign, we needed to build on the familiar world of ASN Bank to encourage people to choose a bank that doesn’t deal with shady regimes. But we couldn’t rely on the success of the campaign to date. Like ASN Bank continuing to reimagine sustainability for 50 years, this was about honouring brand history while delighting audiences with something a little different.