ups and downs

UniCredit set out to challenge the widespread perception of banks as distant, self-serving institutions by launching a brand experience rooted in empathy and everyday relevance. Embracing its new positioning as “real life banking,” the campaign aimed to rebuild trust by placing people’s needs at the heart of the conversation. Through a series of striking installations—like “Escalators” that reflected moments of comfort or discomfort, the “Cube” showcasing life’s ups and downs across four tourist destinations, and a “Lenticular” display revealing the contrast between a crowded metro and first-class travel—the creative brought real-life scenarios to life with clarity and emotion. The campaign resonated strongly across media, driving 110,000 additional visits to UniCredit’s deposit site and earning widespread coverage in press, television and blogs.