Banking is Our Craft - Copywriting

Creative idea

In 2024, UBS launched its new brand platform, Banking is our Craft. To bring the brand platform to life, we needed to construct communication that spoke to the sophistication, elegance and luxury of the newly repositioned UBS. This was achieved through highly curated copywriting designed around a dual headline structure – simultaneously speaking to client needs and banking excellence across two interconnected statements. The resulting gestalt driven from this style subtly implies a feeling of craftsmanship without every needing to explicitly refer to craft in the campaign’s headlines.

Brand name: UBS
Advertiser / client: UBS
Product / service: Finance
Campaign name: Banking is Our Craft
Agency network: PUBLICIS
Agency: Publicis ULABS, Zürich
Media agency: Publicis Groupe - Spark Foundry
Digital agency: Digitas
Production company: RadicalMedia Berlin
Agency chief executive officer: James Griffiths
Chief creative officer: Jason Romeyko
Executive creative director: Jason Romeyko
Creative director: David Mously, Filipa Mauricio
Art director: Jared Grasser, Marcello Koch
Copywriter: Joss Arnott, Josephine Charlton, Henry Clark, Henry Adams
Account director (agency): Jonas Poehlmann, Elisa Pollauszach
Client account director: Jonas Poehlmann
Media director: Adam Hughes
Managing director: Jonas Poehlmann
Senior planner: Kim Da Laere
Agency producer: Suzana Kovacevic
Digital creative: Jasmin Jemora
Additional company: Client John McDonald, Group Chief Marketing Officer and Head Group Brand & Marketing Innovation Dr. Winfried Daun, Head Group Brand, Creative & Innovation Cici Steinmetz, Head Advertising and Media Wendy Wong, Head Advertising and Branding, APAC Maria Chang Nichols, Head Brand, Creative & Digital Marketing Solutions, GWM-US