Banking is our business: the BNP advertising campaign that conquers space
In 1985, BNP enriched its advertising campaign “BNP, banking is our business” with a new TV spot, produced by director Christian Gandon and the advertising agency Ecom, under the direction of Jean-Claude Hallé, Director of Communication. In line with the previous campaign, which highlighted the Group’s values of imagination, competence, and love of well-done work, this film “Space” embodies the future, modernity, and dreams.
A mobilizing theme for a demanding positioning
“Banking is our business”: more than a slogan, it’s an affirmation – the affirmation that whatever services customers may demand from BNP, they can be sure to have in front of them true banking professionals, capable of providing the most effective and best-adapted solutions to each problem. A professionalism that is exercised from the most classic services, such as checking accounts, to the most complex interventions, such as investment advice or export assistance.
Thus, these institutional campaigns, launched in September 1983, highlight these values of professionalism through emblematic characters: the glassmaker, the computer scientist, and the high-precision mechanic. These professionals, from different fields, share the same values as the Bank and shape, with their talent, material, and technique, the famous B of BNP. – The mechanic, with his precise work, symbolizes the demand for quality.
The precision engineer, with his precise work, symbolizes the demand for quality.
The computer scientist, with his mastery of new technologies, represents innovation and the ability to adapt to changes.
The glassmaker, with his art of creating delicate and precise objects, illustrates the importance of competence and attention to detail.
Conquering space and the younger generation
However, while adults show receptivity to this campaign around professions and their universe, the assessment reveals a lesser interest among younger people. Based on this observation, BNP decides to produce a new film intended to respond to their interest, which embodies the future, modernity, and dreams.
Let’s recall that in the 1980s, the world is passionate about aerospace. France plays a driving role in the construction of this industry, which is a symbol of technological success and national pride.
In 1982, Jean-Loup Chrétien becomes the first Frenchman (and the first non-American Westerner) to go into space. This feat fascinates children, who dream of becoming astronauts or rocket engineers.
Schools value space technologies, which allow giving a taste of science: they talk about planets, satellites, Ariane rockets, and organize visits to museums like the one in Le Bourget.
A production worthy of the greatest productions
The filming of “Space” takes place in London, at the beginning of 1985, and requires the use of several production studios. The city was chosen for its great tradition of cinema with special effects, particularly since the arrival of great American directors like Spielberg, Lucas, and Kubrick. The choice of location also allows finding qualified technicians to create the models and special effects necessary for the film.
Six days were needed to shoot this 30-second film. The editing, special effects, and music required precise work to create high-quality visual and audio content. The film’s soundtrack, a cover of the song “Souvenir” by Orchestral Manoeuvres in the Dark, was recorded in a studio with the participation of 12 choristers from the Paris Opera, adding a touch of elegance and sophistication to the film.
The film “Space” allowed the Group to promote and convey an image of a modern and innovative bank, at the forefront of technological progress and ahead of its time.
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