Cannes Lions

M, Where it all begins

BE DANDY, Paris / M BY MCB / 2021

Presentation Image
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

The Mauritius Commercial Bank (MCB) has been the leading bank in Mauritius since 1838 and the first ban of East African, it stands at the crossroads of the continents.

Despite of this success, its private bank, MCB Private Banking, wanted to address a more affluent international clientele, HNWI, and they didnt know how to reach them.

The target was the upper client from Africa and Europeans that are coming on holidays in Mauritius.

We recommanded to create a new brand for the Private bank instead of using the traditional and common image from MCB.

We proposed to drew on their Mauritian DNA to create an exclusive and aspirational territory specific to private banking, to distinguish it from commercial banking and move upmarket.

One conviction :

Idea

An humanist bank that values people and regions.

A bank where men and nature are the foremost source of wealth.

We designed the territory of M MCB Private Banking in such a way as to distinguish it from purely statutory private banks: the new identity thus capitalises on an inspired realism as well as an open and elegant stance. The objective: to address high net worth individuals by making them aware of the positive impact they can have on the world. This approach is based on a paradigm shift, which the agency has implemented: at M MCB Private Banking, wealth no longer refers only to material assets, but also to the lasting values that we share with the world. Each portfolio of the private bank thus becomes a person whom it supports in their aspirations.

Target : HNWI from Africa and Europe

Execution

The whole identity embodies this change. The new name, “M”, symbolises balance and conveys an exclusive aura while creating a subtle link to the parent brand and to Mauritius. The logo, designed as a flower that blossoms and a compass rose that guides, places M under the aegis of inspirational banks. Those who value individuals and create virtuous ecosystems. The colours represent a return to the origins of the brand by moving away from tourist clichés: instead of azure and tropical colours, we chose the hues of African lands and local crafts. The discours blows brings a breath of fresh air into the field of private banking by encouraging wonder and opening up new perspectives. This collaboration culminated in the creation of an aspirational brand film that conveys M’s distinctive values on screen.

Outcome

Big intern success that federates employees.

All the existing clients have seen the new identity and they were totally seduced. They gain new clients in Mauritius.

But all the advertising/ recruitment campaign will not begin before May/June 2021 because all the country borders are closed for the moment :(