BÜRGERAMT @ ICON LEAGUE

In 1994, Commerzbank founded comdirect, long before the term “neobank” existed, as a universal direct bank for private customers. By 2023, the brand needed to reconnect with younger audiences: approachable, modern, and on their level.

We brought banking into Gen Z culture – through hip-hop and fashion. Together with reezy (rapper/producer) and Achraf Bouzalim (6PM), we built the “Bürgeramt” team for the Icon League. From concept to content, everything was authentic and close to the audience.

The result: banking that’s relevant, visible, and alive.
comdirect showed it understands how young people live, talk, and engage – becoming an active part of their everyday lives.