New Binck Bank Campaign Champions the Self-made Man of Today

The new campaign for investment bank Binck is the embodiment of today’s self-made man.  The independent thinkers and doers. People who know how to decide for themselves, who know what works for them in life as well as their investments.

Developed by creative agency XXS Amsterdam, the ‘I Make Myself’ campaign taps into the independence of both Binck and its investors. The commercial, directed by Billy Pols (Hazazah) shows that the self-made man of today gives his own meaning to wealth, happiness and profitability. 

The concept of the self-made man used to refers to someone who started out with nothing and ended up with everything but today it’s a completely different story. Now it is about being independent in life, choosing your own direction and becoming who you want to be, by making your own choices. The same principle translates seamlessly to investments.

About choosing Director Billy Pols, Rene Verhagen, Art Director at XXS comments: “We wanted to create a look that feels real yet cinematic. Billy Pols, a guy from the skate world, is a self-taught, decisive Director who fits Binck’s tone perfectly. Binck does not position itself alongside traditional big banks. It creates its own place.”