Billions of euros are laundered through Dutch banks each year. More young minds are needed to hunt down the criminals responsible. But how do you recruit sceptical millennials to work for ABN AMRO? Not with a traditional campaign. So we launched a short thriller that tests if viewers are sharp enough to detect the signs of money laundering. The ones that did got offered a job as a financial crime analyst.
The movie was released online and in over 100 cinemas nationwide.
Sit back, relax and watch the full film below. Keep those eagle eyes open for anything out of the ordinary.
An online campaign promoted the movie and challenged people to find all suspicious details.
As a copywriter i'm still quite fond of the campaign line fout geld spaart niemand (translation: dirty money stains everyone).
PR
The project was covered by various media outlets. Including NRC, NOS, AD, Fonk, Hot Digital and Vice. It generated over €1.500.000 of PR value for ABN AMRO.
Results
Just two days after launch 400 applications had rolled in. And the score kept rising to over 1600 at the end of the campaign. Breaking the benchmark times four.
The Dark Side of Money won +20 awards at both local and global shows. Including a Eurobest Grand Prix. Which made N=5 independent and national agency of the year in 2020.
TEAM 👊
Agency: N=5
Copywriter: Leon Ragetlie
Art director: Gabriela Nouws
Creative director: Thijs Bontje, Daniel te Lindert
Strategy: Esther Overmars, Silvia van Hooft
Account: Judith Lavalette, Merel Hoogendorp, Maaike Langereis
Producer: Anna Bosscher, Hans Dekker
Web director: Marcel Hellemons
Designer: Noortje Hulshof
Motion designer: Sander Kruit, Robine Schmetz
Photography: Ron Gessel
Production Agency: Tebbernekkel
Screenwriter: Quintin Baker, Blue ter Burg
Director: Blue ter Burg
DOP: Willem van der Eerden
Editor: Mark Schokkenbroek
Composer: Marcus Gehring
Client: Annet van Hunen, Sanne van der Bie, Maaike Scholtens, Tanja Bom