Next Gen

Van Lanschot Kempen, the Netherlands’ oldest independent financial institution, has launched a new campaign centered around the idea that time, not money, is our most valuable asset.

Created by newly independent Amsterdam-based creative agency DAWN, the campaign explores the potential, uncertainty and ambition of a younger generation still finding its way. There is both tension and optimism in that idea, a friction reflected throughout the new film and photography.
The work was developed in close collaboration with acclaimed Dutch photographer and director Robin de Puy and Amsterdam production company 100%, which both represents de Puy and produced the campaign. De Puy’s work has been exhibited at institutions including Museum Voorlinden and FOAM, and featured in international publications such as The New Yorker. Known for her intimate portraiture and emotionally charged visual style, she brings a cinematic sense of closeness and humanity to the campaign.
“Time has always been a fascinating subject for me. I have a kind of love–hate relationship with it. Ultimately, everything depends on timing. You can sense that in this campaign and in the characters I choose. It comes through in instinct, in layers, and in a spontaneous expression that feels meaningful,” says Robin de Puy on her work for Van Lanschot Kempen.

The new film, launching across TV and online, follows a younger generation still finding its way. At its centre is a young man who has not yet reached the top and knows the path is not linear, but continues to move in the right direction. He will get there. And when he does, Van Lanschot Kempen is there: a private bank that recognises potential and gives time to your wealth.

The same feeling carries through the photography. Shot at close range, subtle facial expressions, pronounced shadows and a spark in the eyes all contribute to a series that sits naturally within de Puy’s wider body of work.

Alongside TV and online, the campaign will roll out across radio, print and DOOH, including placements at Schiphol, Rotterdam The Hague Airport and the façade of Van Lanschot Kempen’s Beethovenstraat office in Amsterdam.

"Brands are built the same way wealth is built: through time and patience, and through emotion and conviction. Van Lanschot Kempen shares that belief. We continue to build on that strategic brand platform by focusing on the boundless potential of time for a new generation. This is a generation that has not yet fully arrived, but will get there, and once they do, Van Lanschot Kempen is there for them." says Jurian van der Hoeven, partner, Dawn.