City as its people
DSK Bank has the largest customer base in Bulgaria. The institution’s long-term communication platform “Bank as its people” explores the human side of banking and shows how financial products can make everyday life more pleasant and friendly.
The bank’s Corporate Social Responsibly (CSR) activities follow the same human-centric approach – find ways to make life around us more enjoyable.
In 2022 DSK Bank set a goal to bring more positivity into the environment of Sofia but also try and create positive change in the lifestyle of its citizens. To get these two factors together we combined aesthetics with physical activity. According to Eurostat, 70% of Bulgarians over 15 do not engage in any sports activities. A large contributing factor is the absence of well-maintained city infrastructure. The unpleasant, underwhelming and sometimes even dangerous sporting environment shuns Bulgarians away from outdoor activities.
To change this, DSK Bank collaborated with one of the most famous graffiti artists in the country and transformed a neglected communal basketball playground in Sofia into an urban hang-out spot, which encourages the conduct of sports activities and healthy living.