Swiss private bank Hyposwiss had never advertised. It needed to clearly position itself within a very cluttered Swiss banking sector. Hyposwiss wanted to convey its down-to-earth approach and focus on values, not only to its target audience but also to potential employees. Both of these groups needed to be made aware of who Hyposwiss was and what they stood for. A campaign made up of purely text headlines was created in order to demonstrate the brand’s positive conservativeness and back-to-basics banking attitude. To support the concurrent print campaign, consumers were also greeted with a thought-provoking statement on a giant poster at Zurich’s main station.