ICBC is promoting its cross-border RMB business globally, but the audiences outside of China do not feel strongly connected to the bank.



Simple and bold “statement” playing with currency marks, on background of eye-catching images representing the local culture. 



Adopted by ICBC in more than 20 countries since 2013 til now, the campaign successfully built the awareness and image of ICBC, and promoted cross-border RMB services into its core business.

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