Rabobank is the only bank with members instead of shareholders (2.3 million and counting). This pitch-winning campaign uses their collective voice to gather insights and drive new propositions. All captured under the new tagline: ‘Onze bank’.
I was part of the core pitch team that won the Rabobank account for Dentsu Creative Amsterdam. In addition to developing the creative platform, we gave the identity a complete overhaul: making it fresher and bolder to attract a younger audience.
Things kicked off with an introduction film. Members first, front and center.
The identity got a complete overhaul to make it fresher and bolder for the next generation.
Insights are gathered directly from members and social listening to create campaigns that resonate with the target audience.
With initiatives like BuurtSupport, we gave members the chance to invest part of Rabo’s profits where it matters most: their own neighborhoods.
The campaign closed out 2025 with a bang. Kantar BrandZ named Rabo the fastest-growing brand in the Netherlands. Expect more ‘Onze Bank’ in '26 and beyond.
Sr. Creative – Leon Ragetlie
Sr. Creative – Tim van Aerschot
Sr. Creative – Marcel Frensch
Creative Director – Joris Kang'eri
Creative Director – Mark Muller
Dentsu Creative Amsterdam