Trade Republic
Paid product campaign - Saveback
Role: Art director / Graphic Designer
Tools: Figma, Google Studio AI, Krea, Photoshop
Scope: Art direction, Strategy
Context:
Trade Republic offers a unique feature called Saveback, customers earn 1% back on every card purchase and the money goes directly into their savings.
Task:
Developing a paid social campaign that introduces Saveback to potential new customers and motivates them to open an account with Trade Republic. Main message: Earn while you spend.
CAMPAING CONCEPT: THE TITLE
SPEND FORWARD
A product-led campaign
for Trade Republic.
CAMPAING CONCEPT: INSIGHT
The Problem Isn't Spending. It's The Guilt.
The campaign is built on a powerful human insight: The silent anxiety that our daily joys are at war with our future goals. We solve this by reframing spending as a positive, constructive act.
CAMPAING CONCEPT: THE CREATIVE PLATFORM
This is the creative engine.
It's a poetic and memorable promise that turns the 1% Saveback feature from a rational number into an emotional truth.
I call this philosophy #SpendForward a short, active, and empowering rallying cry that reframes spending as a positive, constructive act.
VISUAL DESIGN: ART DIRECTION
The Lens is Universal.
The "Spend Forward" philosophy belongs to everyone, so the photography had to feel like real life. We chose a "Sun-Drenched Documentary" style that finds the magic in the everyday. It's a style that works for all ages, all passions, and all dreams, from the energy of a city street at night to the quiet joy of a shared ice cream in the sun. It's not about models; it's about capturing real moments for real people, making the campaign universally relatable and deeply human.
VISUAL DESIGN: APPLICATION
Tik Tok
A dynamic 'before/after' video for a motion-first world.
An interactive 'Hook -> Reveal -> Action' story to maximize engagement.
Banner System
Our banner system is built for performance. We adapt the message to the medium: larger banners tell a complete brand story to build consideration, while smaller units are ruthlessly simplified with a direct headline and a clear call to action to maximize click-through rate and drive acquisitions.
FURTHER IDEATION:
The concept
For one month, we launch a charitable initiative called "Spend Forward, Give Forward." During this period, Trade Republic will match every euro earned by users through Saveback with a donation to a specific, future-focused cause. The campaign is no longer just about building your own future; it's about collectively building a better one.
The Execution
We partner with a high-impact, innovative non-profit. A biotech research foundation is a good idea, but to make it more emotionally resonant and accessible, let's partner with an organization focused on reforestation or building community gardens (e.g., The Eden Reforestation Projects). This creates a direct, beautiful link to the idea of "growth.