The Dark Side of Money.

You’re a major bank and you’re looking for young people to help you trace money laundering practices. A target audience that has low affinity with financial institutions and is searching for a meaningful life, above everything. Not to mention their lack of affinity with advertising. Despite all this, the campaign ‘The Dark Side of Money’ succeeded on all counts.

By creating an idea that was founded on a cultural insight: the game of spotting mistakes in YouTube videos and mentioning them in the comments. And it was precisely these people with an eye for detail, that ABN Amro was looking for. That is why we launched a nail biting thriller, with Netflix production values, which deliberately contained a number of mistakes. The comments then served as a hunting ground for new talent.