The 30th-anniversary campaign of Oney Bank in Portugal invites the public to “choose your wave.” This brand awareness campaign, developed by White Way®, features Yolanda Hopkins, two-time European surfing champion and qualifier for the Paris 2024 Olympics, who has been an Oney ambassador since 2022. It emphasizes the brand’s core message: celebrating 30 years of empowering Portuguese people with more choices.

Utilizing key communication pillars of the bank—sports, sustainability, and freedom—the campaign highlights three decades of supporting Portuguese customers. It underscores the power of choices in various aspects of life, drawing parallels to sports and the positive energy it brings. By linking good choices to surfing, the concepts of persistence, overcoming challenges, and freedom are fused, enhancing the empowerment provided by Oney Bank’s solutions to its customers.

Richard Demory, Marketing Director of Oney Bank in Portugal, states, “The ‘Choose Your Wave’ campaign reinforces the power of choice we want to return to consumers, starting with our clients whom we’ve supported for 30 years and will continue to support, always committed to our values of respect, freedom, and enthusiasm. This campaign and its message align with what we want to communicate to our current and future clients: to ride the waves of opportunities well, one must make good choices and have reliable financial partners. Only then can we achieve great things, using the terminology of our ambassador’s sport!”

Filipa Montalvão, Partner at White Way®, adds,“For White, promoting sports practice during an Olympic year with our creativity alongside an inspiring client like Oney Bank is a unique opportunity. This campaign reflects our commitment to innovation and excellence, celebrating not only Oney Bank’s 30 years of success but also the positive energy and freedom that sports bring to people’s lives.”

To ensure maximum reach, the campaign will be widely disseminated through billboards and social media, ensuring a strong and comprehensive presence.