Rabobank mural - kruiskade Rotterdam

A campaign about connection takes on a different meaning when painted in the heart of the city. Together with Raúl&Rigel, we created a hand-painted mural for Rabobank on our advertising wall at West-Kruiskade in Rotterdam.

The mural aligned with ‘Onze bank’ (Our Bank), Rabobank’s national campaign centered on the cooperative spirit. Rabobank has no shareholders, but rather members who have a say in where the bank invests its knowledge, time, and money. Raúl&Rigel translated that story for Rotterdam, paying tribute to people who dedicate themselves to their neighborhood, club, or business.

A campaign that takes shape where people pass by

The unique aspect of mural advertising lies in more than just the final result. While a billboard appears all at once, a hand-painted campaign evolves within the streetscape over several days. People watch the artwork grow, stop to look, and document the process. It is precisely this that makes the act of painting itself part of the campaign. MooieMuur

For this campaign, Rabobank’s message was translated into a colorful image that resonated with Rotterdam and its residents. It wasn't simply a campaign image blown up to a large scale, but a mural that became part of the city at this specific location.

West-Kruiskade is one of our own advertising walls in Rotterdam. MooieMuur manages the entire process for the wall, from creative and technical translation to permits, aesthetic approval, and execution.

Your campaign hand-painted in the city?

As far as we’re concerned, a mural doesn’t start with the question of which wall is available. Location, campaign period, story, and activation need to align.

Are you working on a campaign and want to know what hand-painted advertising can add to it? Send us the desired city, period, and campaign objective, and we’ll explore the possibilities together.