Creative for the new UBS global brand campaign featuring photography by Annie Leibovitz ©UBS

 

UBS has launched its first global advertising campaign since 2009.

To reflect the media consumption of its client base, 70 per cent of media investment for the campaign is focused on social media and other digital channels, including an overhaul of the firm’s mobile brand design and a new sonic logo.

The campaign’s film is crisp and simple, posing a number of questions set against a white background, ending with: “For some of life’s questions you are not alone. Together we can find an answer.” All the questions asked in the video carry financial implications, such as “Will you marry me?” “Should we start our own business?” and “Can we get a mortgage?”

Featuring photography by Annie Leibovitz, the global banking firm hopes the contemporary mood of the campaign will reflect its entry into the digital age. The images aim to portray real people who best characterise UBS’s client base.

It is the successful result of a meticulous three-month internal campaign, which inspired an unmitigated increase in employee interaction.

Sergio P. Ermotti, group chief executive officer at UBS, said: “The brand campaign is an expression of the successful strategic transformation UBS has undergone over the past four years.

“Reflecting this strategic transformation through our branding gives us additional momentum.”