When Denmark’s largest trade union for leaders joined forces with the country’s largest bank, the ambition was clear: to offer a banking solution tailored for those who lead. A new partnership was born, uniting emotional resilience with financial strength – giving those who take care of others the tools to take care of themselves.

By fusing vocabularies from two distinct worlds – leadership and finance – we coined a series of compound neologisms that served as striking campaign headlines. These hybrid terms didn’t just present the offer; they embodied it. Rolled out across social media, newsletters, a dedicated campaign site, and digital out-of-home, the campaign exceeded expectations, establishing the partnership as more than a merger of services: a new language for leadership itself.