The wrong bank
Tochka bank’s competitors have been trying to copy its promotion model. While they did
fine copying the outer image, they failed to replicate the essence of it.
The real strength of Tochka bank is their attitude towards their clients. We renewed the
ad message leaving the positioning the same as a few years ago: Tochka is a bank for
We chose a unique language targeted at thinking people with special life values.
The new commercial video is more like a film epic, where two universal beginnings — great non-
believers and great dreamers — clash in a battle. Immaculate art direction allowed every shot to
be full of hidden meanings and perfect in terms of design.