Quick answer: Van Lanschot Kempen has launched a new brand campaign centered on the idea that time is more valuable than money, positioning the private bank as a long-term partner for a younger generation still building its future.
Redefining Wealth Through Time
Most financial institutions talk about wealth in terms of money, investments and returns. Van Lanschot Kempen is taking a different approach.
The Dutch private bank has unveiled a new campaign built around a powerful idea: time is our most valuable asset.
Rather than focusing on financial products, the campaign explores how patience, ambition and personal growth shape success over the long term.
The result is a more human perspective on wealth that feels particularly relevant to younger generations navigating an uncertain future.
A Story About Potential
Created by Amsterdam-based agency DAWN, the campaign follows a young man who has not yet reached his destination.
He understands that success is rarely linear and that meaningful achievements take time.
Despite uncertainty and setbacks, he continues moving forward, believing that his efforts will eventually pay off.
The narrative reflects a generation that is still finding its way while reinforcing the idea that true wealth is built gradually.
Robin de Puy’s Emotional Visual Style
The campaign was developed in partnership with acclaimed Dutch photographer and director Robin de Puy.
Known for her intimate portraiture and emotionally driven storytelling, de Puy brings authenticity and humanity to the work.
Close-up photography, natural expressions and cinematic lighting create a sense of vulnerability and optimism throughout the campaign.
The imagery feels more like a personal documentary than a traditional banking advertisement.
Building Brands The Same Way Wealth Is Built
According to DAWN, the campaign is rooted in the belief that brands and wealth are created in similar ways.
Neither is built overnight.
Both require patience, conviction and long-term commitment.
By focusing on future potential instead of immediate success, Van Lanschot Kempen positions itself as a financial partner that understands the journey, not just the destination.
Extending The Campaign Across DOOH
The campaign launches across television, online video, radio, print and digital out-of-home media.
Key DOOH placements include major locations such as Schiphol Airport, Rotterdam The Hague Airport and the façade of Van Lanschot Kempen’s office on Beethovenstraat in Amsterdam.
These placements ensure the campaign reaches professionals, entrepreneurs and future wealth creators throughout their daily journeys.
A Different Approach To Financial Advertising
Financial services advertising often focuses on numbers, performance and expertise.
This campaign chooses a more emotional route by highlighting something everyone values regardless of their financial situation: time.
That shift allows Van Lanschot Kempen to create a message that feels universal, relatable and aspirational.
Instead of selling products, the campaign sells a philosophy.
Why This Campaign Works
- Uses a universal human truth instead of financial jargon.
- Connects emotionally with younger audiences.
- Balances optimism with realism.
- Uses authentic photography to create credibility.
- Extends a strong brand narrative across multiple media channels.
What Marketers Can Learn
The campaign demonstrates that even highly regulated and rational industries can benefit from emotional storytelling.
By focusing on personal growth rather than financial performance, Van Lanschot Kempen creates a distinctive position within the banking sector.
It also shows how a simple strategic platform can be amplified effectively across TV, digital, print and DOOH while maintaining consistency and relevance.
Final Thoughts
Van Lanschot Kempen’s latest campaign is a reminder that the strongest brands often connect with people through shared values rather than product features.
By reframing wealth through the lens of time, the bank creates a message that feels both contemporary and timeless.
Supported by the creative vision of DAWN and Robin de Puy, the campaign offers a thoughtful perspective on success, patience and the opportunities that emerge over time.
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