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Following the operational separation with UK-based Barclays PLC, Absa Banks new brand purpose was to bring its customers’ possibilities to life. The creative expression of this was ‘Africanacity’ – a word created to describe the distinctly African ability to find ways to get things done. ‘I Want to Make That’ was born from the need for Absa Corporate and Investment Banking (CIB) to re-establish itself in the C-suite audience market and to further entrench Absa’s new ‘Africanacity’ positioning. The challenge from the client was to do so in such a unique way that it would break the category mould and differentiate Absa CIB from its competitors.

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