After choosing Romance for the repositioning of its brand territory and its social media strategy, Banque Française Mutualiste (1.2 million clients), whose offer is distributed by the Societe Generale network, unveils its new creative platform “The bank that lives up to its clients”. During the health crisis, the French forged a new link with civil servants. Those who were on the front lines have become our heroes and still deserve our admiration. Naturally, we have therefore chosen to celebrate the historic commitment of Banque Française Mutualiste at their side. Three films, concentrating seconds of the daily life of a public sector employee, are to be discovered on TV and digital from May 29. Each of them illustrates the tension, courage, effort and emotion experienced in the exercise of their function. These few seconds of intensity are all ways to highlight the exceptional commitment of these people to the trades like no other.

To ensure the realism of the campaign, Romance and director Alexis Pazoumian (production: Humans) chose a documentary style and called on real public sector agents. The filming took place in public establishments made accessible thanks to the mutual partners and relays of the Banque Française Mutualiste. This new campaign is also deployed in display, radio, digital and on the social platforms of the Banque Française Mutualiste.