PKO Bank Polski

Year

Industry

Banking

SOW

DIGITAL CAMPAIGN SOCIAL MEDIA VISUAL CONCEPT

Gen Z is all about diversity, synergy and real talk. Everyone brings different skills, interests and energy to the group, and that’s what makes them strong. In the PKO Young Account campaign, we built on this truth to create a bridge between the world of young people and the world of banking – without pretending to be someone else. PKO didn’t need to "speak like Gen Z" – it needed to show that it genuinely responds to their everyday needs.

Challenge

Gen Z instantly senses anything fake, so the communication had to be as genuine as possible. A bank can’t pretend to be a peer – but it can show that it offers solutions that fit their lifestyle perfectly: BLIK, contactless mobile payments, a voice assistant and a promotion you can actually use. So instead of „speaking their language,” we focused on what truly connects them with PKO – convenient, fast and simple tools. That led to a clear insight: We have more in common than it seems.

See full case studies

What we've done

We created a 50-second spot about a group of friends who – although different – work like a strong team while preparing a dream birthday for their #BFF. In short formats, we expanded scenes from their everyday life: instant phone payments, last-minute shopping, voice account handling and sending a transfer with a comment that says more than a text message. In every format, banking worked the way it works in young people’s lives – fast, practical, and manageable with one hand. The campaign was supported by social media and dynamic assets rooted in current Gen Z visual trends.

See full case studies