DekaBank
Bull. Bear. Financial capital.
PRODUCT AND EXPERTISE FILM · LIVE SHOOT FRANKFURT · 3D ANIMATION
01
Setup
A financial product that needs explaining — and has to win attention in a digital space.
Certificates have become an important pillar of DekaBank's business. What was missing was a product and expertise film of its own — one that would make the offering known, build trust and prompt investors to look further.
The challenge: certificates offer opportunities across different market movements. That versatility matters, but it isn't obvious at first glance.
The solution was already standing in front of the Frankfurt Stock Exchange: the Bull and the Bear. The familiar market symbols became two friends who explore Frankfurt together and, in an entertaining way, convey what DekaBank's certificates can do.
Stats
02
Approach
Two market symbols become characters — and Frankfurt becomes the stage for their story.
After the closing bell, the Bull and the Bear come to life in front of the Frankfurt Stock Exchange. The monumental statues become two characters with different perspectives on markets, returns and risk.
As they make their way through Frankfurt the city becomes the explainer: at the bratwurst stand it's supply and demand, in the Kleinmarkthalle it's variety, choice and quality. Abstract financial topics are tied to everyday situations anyone can follow.
Combining real locations with animated characters creates closeness, recognition and entertainment value. At the same time the episodic structure allows different lengths and channel-specific cuts for digital media.
Core insight
"We didn't translate certificates into charts, but into a city story. Two familiar market symbols, real Frankfurt locations and a dramaturgy that ties product knowledge to everyday situations. That turns a financial topic in need of explanation into a film format that informs, entertains and works across different digital channels."
