All banks are the same. Except Rabo. As the only bank with members instead of shareholders (2.3 million and counting), this pitch-winning campaign uses their collective voice as a social radar to fuel insightful ideas and propositions. All captured under the brand-new tagline: ‘Onze bank’.
I was part of the core pitch team that won the Rabobank account for Dentsu Creative Amsterdam in 2024. In addition to developing the theme, we completely revamped the identity, making it fresher and bolder to attract the next generation for years to come.
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 from real members and through social listening. Resulting in outspoken campaigns that ring true to the target audience.
The new approach also sparked propositions like BuurtSupport. Giving members the chance to invest part of Rabo’s profits where it matters: their neighborhoods.
The campaign went out with a bang in 2025. According to Kantar BrandZ, Rabo became the fastest-growing brand in the Netherlands. More ‘Onze Bank’ to come in '26 and beyond.