Established since 1976, this trophy is widely considered the highest distinction for advertising excellence in the European financial services sector today. BNP Paribas received the trophy during the annual EFMA congress held 16 and 17th October 2001 in Berlin. Represented by 18 films, Europe's largest banking institutions competed for first-prize TV trophy, awarded after a vote by all congress participants.
The award-winning BNP Paribas campaign included two spots devoted to the insurance product-offer proposed by the bank's retail network. The director Maarten Treurniet shot the spots signed by the BETC EURO RSCG agency and conceived by the creation managers, Antoine Barthuel and Daniel Fohr.
Via two scenarios, one depicting a young boy who hits a lamppost without apparent damage (‘The Lamppost' film) and the other a car that proves unbreakable when a nearby building chimney crashes into its boot (‘The Car' film), the Dutch director was able to visually capture the solid protection that BNP Paribas insurance products provide for goods and people.
This new award comes one week after BNP Paribas also won first prize in Japan for the best advertising created in the financial services sector. The BETC EURO RSCG agency also created the campaign honoured in the framework of the Nikkei Awards under the auspices of Japan's leading economy magazine. That campaign highlights the services proposed by BNP Paribas in the credit and investment banking, asset management, and private banking specialities.