What Do Kids Think About Bankers? This Ad Asks Them Outright

A Telling Spot From Belgium Examines the Reputation of Financiers

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Editor's Pick

For this campaign from Febelfin, the Belgian Financial Sector Federation, examining the reputation of bankers, agency Duval Guilliaume asked a bunch of kids what they want to be when they grow up. They answer in the usual way that kids do -- ballerinas, police offers and so forth, and are then asked whether they would want to be a banker. Their incredulous expressions are fantastic, and some of the comments that come out -- for example, that their parents hate bankers, or that bankers drink a lot of alcohol to forget their bad behaviour -- are very telling.

While we're not sure that banks are going to have a recruitment crisis any time soon, it's a neat idea for a campaign, and we hope it might just make some financial institutions think about their behaviour.

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How is the reputation of the banks these days? To find out, we asked children. Their answers may surprise you, or not.


Mar 17, 2015
Duval Guillaume
Jeremie Goldwasser
Account Director:
Elke Janssens
Art Director:
Ad Van Ongeval
Creative Director:
Koenraad Lefever
Creative Director:
Dries De Wilde
Executive Creative Director:
Veronique Sels
Account Manager:
Jef Leysen
TV Producer:
Marc Van Buggenhout
TV Producer:
Tuyen Pham Xuan
Executive Producer:
Isabelle Baele
Els Chapelle
Henrik Luyten
Lies Vanderauwera
Arne Focketyn
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