ABN AMRO enriches its new brand positioning ‘For Every Beginning’ with a youth campaign ‘Begin Met Loslaten’ / 'Begin To Let Go’ developed by ACE. The full-funnel campaign portrays the bumpy road to financial maturity in an honest and lighthearted way.
Babet Boswinkel, ABN AMRO's youth and finance expert, says: "Parents want their children to learn the value of money early on, building a solid foundation for the future. This process involves trial and error, where kids test and learn their limits. In today's easy-spending world, parents worry about financial temptations but also want their children to grow independently. ABN AMRO supports this by providing expertise, practical tools, and a youth account, helping children manage money step by step so parents can start letting go."
The campaign, aimed at parents, is told from a boy's perspective. In the TV commercial, he is tempted by all the things he can buy with his first debit card. Koen de Boer, Creative at ACE, explains: "When a child uses their own debit card for the first time, they often buy silly things. I did the same as a young kid. I think that's the beauty of it, because you learn and grow. Director Sharif has captured this in an honest way, adding depth to the protagonist. With the fitting track 'Big Spender,' we highlight the boy's sense of newfound freedom. The campaign doesn't dictate how to spend money but shows a relatable journey of a child developing smart money habits, while his father keeps a watchful eye in the background."
