Rabobank

Onze Bank ​

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What's the case?

How do you (re)position a bank in 2025 when banks feel distant, corporate, and anything but human, especially for younger audiences? By redefining its cooperative identity around their members. The Rabobank is the only bank with 2.3 members, not shareholders. Those members serve as a "social radar" guiding the bank's investments and initiatives. We introduced "Our Bank," a concept that highlights community and connection. A bank created for, by, and with the people.

 

To make that promise tangible for a new generation, we launched RaboNEXT on TikTok. The space where young people speak in their own language about their own financial realities. Not as a campaign, but as a continuous dialogue. From the chaos of student budgeting to the dreams of buying your first home, RaboNEXT brings their struggles, insights, humour and honesty into the heart of the brand. Because a bank can’t claim to be “ours” unless people can see — and feel — themselves in it.