Van Lanschot Kempen highlights the boundless potential of time with Dawn and Robin de Puy
A new campaign film and photography for Van Lanschot Kempen Private Banking, created by renowned photographer Robin de Puy (100% Film & Photography) and creative strategy agency Dawn, revolves around the value of time for a new generation.
Last year, Van Lanschot Kempen introduced a new positioning, a refreshed visual identity and a new campaign. The starting point is the insight that time, not money, is the most valuable asset. Something the Netherlands’ oldest independent financial institution understands like no other. In this new chapter of the campaign, the focus shifts from the freedom time provides, to the potential, opportunities and challenges it offers a new generation. This creates both tension and optimism, a friction that is reflected in the new film and photography.
These were developed in close collaboration with Robin de Puy (100% Film & Photography), a renowned photographer whose work has been exhibited in museums such as Museum Voorlinden and FOAM, and featured in international publications including The New Yorker. She has translated the distinctive feel of Van Lanschot Kempen into iconic photography and film.
“Time has always been a fascinating subject for me. I have a kind of love–hate relationship with it. Ultimately, everything depends on timing. You can sense that in this campaign and in the characters I choose. It comes through in instinct, in layers, and in a spontaneous expression that feels meaningful,” says Robin de Puy on her work for Van Lanschot Kempen.
The new film follows a younger generation. He has not yet reached the top and knows the path is not linear, but he continues to move in the right direction. He will get there. And when he does, Van Lanschot Kempen is there: a private bank that recognises potential and gives time to your wealth.
The same feeling is captured in the photography. The portraits are shot at close range. Subtle facial expressions, pronounced shadows and a spark in the eyes all contribute to a series that fits seamlessly within Robin de Puy’s body of work.
Wendy Winkelhuijzen, member of the Management Board at Van Lanschot Kempen and responsible for Private Banking Netherlands: “With our latest campaign, we continue to deliver on our promise to current and future clients: we give time to your wealth. We now build on that promise by focusing on the boundless potential of time. For a generation that has not yet fully arrived, but will get there. For people who have already achieved so much, yet still have more to offer. A compelling new chapter and a natural continuation of our story.”