Raiffeisen Südtirol: A Campaign for a New Generation

Most legacy institutions struggle to reach Gen Z. The usual playbook — borrowed slang, retrofitted nostalgia, performative cool — reads as exactly what it is: a brand talking down.

Raiffeisen Südtirol took a different route. The campaign continued a clear positioning move: meet the generation on its own terms, in its own language, on its own ground.

The tagline — It's about you. Wenn's um dich geht. — inverts the institutional reflex to lead with brand. The customer comes first; the cooperative network, present in nearly every village across the region, stays in the background where it belongs.

No nostalgia. No talking down. Just a generation, seen clearly.

We led strategy, concept, and full production alongside our partners.

The work builds on a longer arc with Raiffeisen, where the brief has consistently been less about reinvention and more about precision — saying less, meaning more.

For institutions with deep regional roots, relevance to younger audiences is rarely a creative problem. It's a posture problem. Get the posture right, and the rest follows.

Thanks: 📸 Gerd Eder | 📹 maramo films | 😎 Nadia Tschenett | 💇 Tanja Schuster | 📍 Hotel Figl | SP-Models Model Management | Models: Gabriel Ager, Lisa Graf