Observed Signal · Jul 27, 2026 · Campaign Launch · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Volksbanken Raiffeisenbanken Launches 'Wir' Brand Campaign
Volksbanken Raiffeisenbanken unveiled a nationwide brand campaign that centers on a sense of community (“Wir”). The creative and strategic concept was developed by BBDO after DDB — an Omnicom subsidiary and prior lead agency — merged into BBDO. Multiple Omnicom units support execution: Omnicom Precision Marketing/TLGG for social, 480Hz for below-the-line, and Mindshare Frankfurt together with VR-NetWorld for media. The campaign uses real customers and employees (no AI-generated faces) across 13 main spots plus additional assets, and features comedian Martina Hill in social films. A bespoke AI tool developed by BBDO Hamburg and Machine13 allows over 600 local branches to quickly generate brand-compliant local assets.
National creative campaign involving major agency groups and production companies is of interest to agency and creative-production markets but does not materially shift AdTech infrastructure, policy, or major platform dynamics.
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Key Takeaways & Evidence Grounding
- Volksbanken Raiffeisenbanken launched a nationwide brand campaign focused on the concept of 'Wir' (togetherness).
- BBDO developed the strategic and creative lead for the campaign after the Omnicom subsidiary DDB merged into BBDO.
- Omnicom units involved: Omnicom Precision Marketing/TLGG (social activations), 480Hz (below-the-line), and Mindshare Frankfurt with VR-NetWorld (media).
- The campaign comprises 13 spots (20–25 seconds), a 45-second film linking stories, and will run across TV, online video, cinema, social, digital, print, OOH and at point-of-sale.
- Comedian Martina Hill stars in 14 social films; main production was by Anorak Film (director Niklas Weise), social Martina Hill spots produced by Bears Calling (director Marian Meder).
Connected Companies & Entities
4 Entities mapped“BBDO developed the strategic and creative idea as well as the integrated campaign system for the current campaign....”
“Last year the Omnicom subsidiary DDB defended its position in the pitch as lead agency and subsequently merged into the agency BBDO....”
“The campaign was created in collaboration with several Omnicom agencies and is being widely deployed....”
Ontology Mapping & Concepts
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