BBI Bank’s New Image Campaign Speaks of Trust, Identity, and Local Creativity
BBI Bank – A Bank for Our Soul
For twenty-five years, BBI Bank has been more than a financial institution; it has been a trusted partner in the most important life decisions of thousands of people across Bosnia and Herzegovina and the diaspora. To mark this milestone, BBI Bank has launched a new image campaign that, in an emotional and contemporary way, connects traditional values with modern banking, reaffirming its long-standing commitment to the development of Bosnia and Herzegovina and all its citizens.
A Campaign That Speaks the Language of the Soul
The creative concept of the new campaign was born out of a key question: how to communicate trust, stability, and long-term presence today—without relying on declarative, overt messages. The answer was found in sevdalinka, a universal language of emotion and a powerful link between past and present, homeland and diaspora, tradition and contemporary life.
The campaign film visually and emotionally portrays a bank that connects generations—preserving tradition while at the same time opening its doors wide to the most advanced technologies. BBI Bank is distinctive because it speaks about numbers in a way that everyone understands best: the language of the soul.
Tradition and Modernity in a Creative Encounter
A special emphasis was placed on complete authenticity in the execution. The campaign was created entirely in Bosnia and Herzegovina, from the creative idea and production to direction and music composed specifically for this occasion. The commercial was directed by renowned Bosnian filmmaker Elmir Jukić, while the original music was composed by Dino Šukalo, creating a distinctive sound identity that follows the visual narrative and further deepens the emotional layer of the film.
The commercial was realized in collaboration with a large professional team from Bosnia and Herzegovina creative agencies, cinematographers, and producers—along with the significant involvement of BBI Bank’s own colleagues. This collaboration further reinforces the campaign’s core message: investing in local people, knowledge, and values.
Director Elmir Jukić highlights that this is not his first collaboration with BBI Bank, but a continuation of a partnership built over many years:
“What continually inspires me in working with BBI Bank is the sincerity of their message and the fact that every campaign is rooted in real value for people. This commercial is a fusion of tradition and modernity—just like BBI Bank itself. An institution that evolves with time, yet remains true to its reason for being. The new advertising spot brings authentic motifs that remind us of our roots, while presenting them in the context of today’s life energetic, digital, and open to the future.”
The collaboration between BBI Bank and the agency Communis on this project once again confirms that impactful campaigns are created when strategy, creativity, and authenticity develop hand in hand. Rather than relying on universal messages, the “A Bank for Our Soul” campaign offers a locally rooted yet contemporary expression, communicating trust in a way that is not explained but felt. This thoughtful creative approach gave rise to the campaign’s central message, emphasizes Hamdija Pašić, Creative Director of Communis.
“From the very beginning, it was clear that this campaign was not meant to explain who BBI Bank is, but to show what a relationship built over 25 years looks like. Emotion, belonging, and trust are not communicated through slogans, but through a feeling that remains.”
Speaking about the campaign, Amra Babić, Director of Marketing and Communications at BBI Bank, highlighted:
“BBI Bank’s new image campaign is the result of our continuous investment in building a strong and recognizable brand. Through a professional and strategic approach, we aim to demonstrate that BBI Bank builds trust not only through words, but through actions through long-term presence, stability, and innovations that respond to the real needs of our clients. The campaign is designed to inspire, connect, and reaffirm our role as a reliable partner in all important life and business moments.”
The campaign portrays a single day in the life of the Bank from the perspective of clients and employees through spaces and services that evolve together with people. Branches, ATMs, and digital solutions are presented as an integral part of everyday life, simple, accessible, and tailored to daily needs.
To see what the filming process looked like behind the scenes, take a look at the photos below:
