We wanted this campaign to be different from all the others. The "Bo Mogę" campaign by mBank is a fresh take on communicating with the younger generation. Instead of solely focusing on the bank and its products, we emphasize young people, giving them a space to express themselves, talk about what excites them, what interests them, and who they are. Our goal is to create a place where young individuals can connect, inspire each other, and share their passions. The "Bo Mogę" campaign is all about the youth, for the youth, created by the youth, who understand what we need and how we want to be perceived.
We wanted to be a canvas for their expression, where they could freely paint their stories, ideas, and dreams. Our campaign became a conduit for their creativity, allowing them to speak their minds and be heard. This approach not only fostered a deep connection but also positioned our brand as a genuine supporter of young people's aspirations, further solidifying our identity as a love brand among them.
We adopted neon colors from our bank's logo to create the campaign's distinctive visual identity. Emphasizing simplicity, our focus remained on highlighting the protagonists. Additionally, we employed a creative approach with the words "bo mogę" (meaning "because I can" in English). By varying its size, dimensions, and font, we incorporated it as the sole design variation, infusing a playful touch. This ingenious twist effectively captured attention and became a memorable element that underscored our message. The positive response from the youth was remarkable. The consistent application of this design strategy solidified our position as a love brand among our target audience. Through straightforward concepts, we achieved substantial impact.
The results far exceeded our expectations! The response on TikTok and other social media platforms was overwhelming, with a massive number of positive comments and likes under our ad. Remarkably, even though young people typically don't engage with ads, they felt genuinely connected to our campaign and actively interacted with it.
The success of this campaign has energized us to keep pushing boundaries and building a lasting connection with the young generation. We're thrilled to see that our strategy of focusing on our audience rather than ourselves has truly paid off, making us a brand they truly love.
DATE: 2023
Agency: Molecular worldwide (former BBDO Warsaw) x mBank Young
Creative director: Bartek Klimaszewski
Art director: Przemek Łowicki
Copywriter: Marta Tomczak
Designer: Marta Adamkowska
Junior art director: Sylwia Sobol
Account directors: Anna Myślińska, Magdalena Chłopik
Producer: Joanna Cichalewska
Strategy: Michał sławiński
Video production: Flota filmowa
Video production: Flota filmowa
