The insight
Research shows that over 4 million Dutch people aspire to become entrepreneurs, but concerns about securing a steady income (33%) and finding long-term stability (21%) hold many back. Starting a business is not just a financial decision; it’s a deeply personal step, driven by inspiration and determination. ABN AMRO faced the challenge of addressing these concerns while connecting with aspiring entrepreneurs on both an emotional and practical level—positioning itself as more than a financial institution, but a trusted partner in turning ambitions into reality.
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The idea
At the heart of the Push the button campaign is a powerful metaphor: pushing a button to launch your entrepreneurial dreams. The campaign speaks directly to aspiring entrepreneurs, challenging them to take the first step with confidence. Our creative execution captures the pivotal moment when a dream transitions into action. Through creative storytelling, the campaign illustrates how ABN AMRO’s expertise and tools make the leap into entrepreneurship less daunting and more achievable with their guidance and expertise. The message? With determination and the right support, pushing that button could be the start of an exciting new career path.