When launching a new mobile banking brand in Kenya, we had to find a space that helped it live in opposition to its industry, because Loop isn’t really a bank at all. It’s a disruptive mobile financial services brand, designed for millennials.
LOOP integrated brand launch
about the project
As the antithesis to banking, Loop creates a money management space that speaks to the core ideals young people live by. Loop is an unbank for a generation that cannot understand why technology can’t replace cumbersome and outdated banking practices. Loop is the unbank that supports millennials to pursue dreams and passions rather than boxing them into categories, numbers and sending them down journeys of red tape and paperwork.
The launch TVC depicts young Kenyans, who despite being stuck in a 9-5 job, pour every remaining ounce of blood, sweat and tears into their passions after-hours. The tagline “You live to work. We work to live” perfectly embodies the core idea our target audience and what our brand stands for. The colourful imagery utilises the passions depicted in the TVC to create bright 3D landscapes of passionate creation.