TVC across Baltic countries

My role: concepting, pitching, art direction, collaborating with production teams

Challenge
After three decades, Šiaulių Bankas, a Lithuanian bank named after one of the country’s cities, was ready for a new era: more modern, more human, and more emotionally connected to everyday life. Rebranding as Artea (a name that sounds like “closer to” in Lithuanian), the goal was clear: to become the Baltics’ most loved bank by 2029.

But love can’t be bought. The task was to launch the new name in a way that felt genuinely close and relatable. So customers became the stars of the show—in the most authentic, funny, real, and sometimes messy ways. The kind of moments you’d recognise in your own flat, family, or group chat. Where you could recognise yourself.

Outcome and My Role
As part of the core creative team, I worked on concepting the people-first idea. The winning direction I pitched was simple: if Artea wants to be close to people, then let’s actually put people at the centre: not bankers, not flashy features. Just you and your real life.

The campaign told stories from everyday lives: people with their routines, hobbies, and quirks—like a mum and her family, or a group of older locals who still meet weekly to play basketball. Even a Boiler Room–style DJ set hosted inside a bank made the cut. One scene even featured a banker being interrupted, which sparked some polite social media drama between Artea and a representative from one of the more polished Scandinavian banks.

Results

Rolled out across the Baltics via TV, print, OOH / DOOH, digital, social, radio, experiential, and in-branch.
Positive shifts in brand awareness, warmth, and relatability
Sparked media coverage and playful cross-bank social media exchanges

35' TVC

We launched Artea by asking a simple question: When’s the right time for a change? People gave honest answers: when you feel like it, when you need it or when you need to win. Then we asked: What do you like in your bank? Most people didn’t know. So we asked something else: What should a good bank feel like? A newlywed couple said, more yes. A woman doing yoga said, flexible. A dad said, smart like my kids. No banking jargon. No big promises. Just real people, real stories, and real life. We didn’t want to talk about people. We let them do the talking.

And we made a little noise on social too. A scene of a boring banker in our launch film sparked a polite debate over an orange* tie, led by a banker from one of those polished Scandinavian banks.

*A colour closely associated with one of the biggest banks in the Baltics.