Dubbed A Bank for All of Us, the campaign is aimed at modern Americans and acknowledges the lack of visibility and accessibility inherent in financial services. With the aim to break down barriers in the sector, it is set to appear on tv, radio and out of home across the US. To better represent America’s diverse communities, the ad features a re-imagined $20 note replacing US leaders with a range of everyday consumers’ faces.
‘The Varo experience starts with inclusion – and our new campaign seeks to showcase people and communities that are often under-represented in financial services,' says Halle Hutchison, chief brand officer at Varo.
While many global consumers remain excluded from traditional financial services, there is an opportunity for brands to offer alternative products that enable banking for the unbanked.