#Proud2BeYellow - Mein Herz schlägt gelb
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
The year 2024 was marked by challenges and uncertainties. We faced a particularly significant challenge: the unexpected entry of Italy's UniCredit. This situation caused concern among many employees, but also significantly strengthened the solidarity within our workforce – our Team Yellow. #Proud2BeYellow evolved into a symbol of unity and belonging. Both externally and internally, online and offline, Commerzbank's reach was strengthened. With minimal budget and maximum motivation, we demonstrated: we are a strong team and #Proud2BeYellow.
The Jury‘s Statement
With “#Proud2BeYellow,” Commerzbank has realized a project that not only strengthens internal corporate culture but also sends a strong external message. The campaign combines personal stories from employees with emotional visuals, creating clear and memorable brand communication. Achieving remarkable reach with minimal resources, it powerfully underscores team cohesion and identification with the brand. An inspiring, strategically crafted 360° communication that sets benchmarks.
