The Salary

The global fintech Revolut and its agency of record, Anomaly, have launched "The Salary," their second campaign together. Launching in Ireland, the work will travel across Europe, with plans for it to enter Spain and France from September onwards. Encompassing OOH, AV, social, and digital, "The Salary" was shot within an abandoned Irish bank branch and features the line "The Salary Wants Out of Old Banks."

Revolut’s growth has been meteoric over the last nine years, with more than 40 million customers across 38 countries making over half a billion transactions a month. Within Ireland, a country whose legacy banking sector is currently lagging behind its European peers, Revolut is incredibly popular for currency exchange, everyday banking, and money transferring services. Despite the infrastructure for instant payments being available to Irish banks since 2017, the providers of payment accounts in Ireland have not yet implemented or adopted it.

With only 5% of people in Ireland switching their bank accounts, and the majority stating they don’t expect a lot or a huge difference from and between banks, the challenge Revolut faces is to not only strike a sharp contrast between itself and traditional banks, but to also show that Revolut offers not only real banking facilities but a holistic approach that far exceeds any other bank, both online and on the high street. "Our prominence in Ireland and the 2.8 million customers we have attracted to date comes down to two key factors: the shortfalls of Ireland’s incumbent banks and our market-leading financial app in comparison. As a fully-licensed European bank that offers Irish IBANs, Ireland has been one of our most saturated markets for some time. We’re seeing the public demand more for their salary, and they’re choosing us as the solution,” said Antoine Le Nel, Chief Growth and Marketing Officer & Partner at Revolut.

Shot in an abandoned bank branch in Ireland, "The Salary" captures the essence of the country’s old banking systems. The stale, outdated, and abandoned backdrop pairs with a simple yet impactful headline: "The Salary Wants Out of Old Banks." The illuminated typography conveys the feeling that the salary is trying to escape its abandoned and archaic environment. By using "the," Anomaly personifies the "salary," giving it character and urging its owner to rescue it from an environment where it’s being mistreated.

“We want to jolt people into asking why on earth they keep their income in a traditional bank - it costs them money, makes access difficult, and gives them little financial or personal reward. And by shooting this campaign in a disused branch of a traditional bank, we are making a powerful statement about where banking is heading - helping people understand that Revolut is the future of banking and the best place for their salary to grow," said Camilla Harrisson, CEO, Anomaly London.

The campaign launches in Dublin, Ireland, on 1st July 2024 across OOH, AV, social, and digital and is set to launch across Europe, beginning in Spain and France on 21st September 2024.