The bank is bidding to develop its brand beyond France and, specifically, among the opinion leaders of world economics and finance.
Created by advertising agency ASAP (Aubert Storch Associés Partenaires), the campaign will include television, online and press marketing, targeting pan-European outlets like the FT and CNN in two waves – one starting this week for a month and the next from 18 January next year for a further two months.
Connery will appear in a general corporate film and four individual business films, which will feature two slogans. “Back to common sense” will reflect the bank’s desire to “learn from the banking crisis, while “It’s time for green banking” attests to the group’s commitment to responsible growth.
It’s not the first time that Connery has shown his ‘green’ colours; in the past he has collaborated with Louis Vuitton on part of its corporate environmental advertising campaign.